Neuropolitics, Where Campaigns Try to Read Your Mind

Michal Matukin, the director of science for the neuromarketing company Neurohm, prepared his equipment for a test in his office in Warsaw. The company is offering its services to American candidates. By KEVIN RANDALL November 3, 2015 In the lobby of a Mexico City office building, people scurrying to and fro gazed briefly at the digital billboard backing a candidate for Congress in June. They probably did not know that the sign was reading them, too. Inside the ad, a camera captured their facial expressions and fed them through an algorithm, reading emotional reactions like happiness, surprise, anger, disgust, fear and sadness. With all the unwitting feedback, the campaign could then tweak the message — the images, sounds or words — to come up with a version that voters might like better. All…

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