Political Campaigns’ New Invasive Tool to Win Elections: Scanning Faces, Brains and Bodies of Voters

Neuromarketing, the practice of using facial coding, biofeedback and brain imaging by marketers, is now being used by political campaigns to hone their messages. In Mexico, the Institutional Revolutionary Party (PRI) and President Enrique Peña’s campaign used neuropolitical techniques to gauge voters’ brain waves, skin arousal, heart rates and facial expressions during the 2012 presidential campaign. PRI is now experimenting with facial coding to help pick the best candidates. One way the new methods are put to use is by placing cameras in digital billboards and recording and measuring facial reactions to political messages.