Study of Political Campaign Ads from Ecuador Employing Heart Rate Variability (HRV)

  • José Rúas-AraújoEmail author
  • Pedro Cuesta-Morales
  • Xosé Antón Vila-Sobrino
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 445)


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.


Political advertising Electoral spots Heart rate variability (HRV) 


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • José Rúas-Araújo
    • 1
    • 2
    Email author
  • Pedro Cuesta-Morales
    • 1
    • 2
  • Xosé Antón Vila-Sobrino
    • 1
    • 2
  1. 1.Facultad de Ciencias Sociales Y de La ComunicaciónUniversity of VigoPontevedraSpain
  2. 2.Department of Computer ScienceESEI, University of VigoOurenseSpain

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