Abstract
This work analyzes the impact derived from viewing different political ads (with positive and negative emotional content), belonging to the campaigns of the main candidates to presidential elections of the Republic of Ecuador, celebrated on February 13rd, 2013. To perform this task, a sample of 20 Ecuadorian University students was considered, and the Heart Rate Variability (HRV) of each of the participants was measured when viewing the different electoral ads. The results obtained were analyzed considering the ideology indicated by the students in a former questionnaire. The investigation shows a perspective of neurosciences applied to social sciences, employing tools commonly used in health sciences to measure perception. The results obtained do not show clear variations in the HRV indexes related to viewing the political ads. However, noticeable differences were observed when students were divided into several groups, according to their political ideology.
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Rúas-Araújo, J., Cuesta-Morales, P., Vila-Sobrino, X.A. (2016). Study of Political Campaign Ads from Ecuador Employing Heart Rate Variability (HRV). In: Rocha, Á., Correia, A., Adeli, H., Reis, L., Mendonça Teixeira, M. (eds) New Advances in Information Systems and Technologies. Advances in Intelligent Systems and Computing, vol 445. Springer, Cham. https://doi.org/10.1007/978-3-319-31307-8_44
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DOI: https://doi.org/10.1007/978-3-319-31307-8_44
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