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Neuroscience et marketing politique
Published Wednesday, April 26, 2006 by Benoit Duverneuil | E-mail this post
D'après un billet de Neuromarketing, une étude américaine vient d'être menée pour analyser les réactions du cerveau chez un élécteurs partisan en les comparant à celle d'un électeur indécis. Quand on sait à quel point la participation des "swinger voters" a été décisive lors des dernières élections présidentielles, on comprendra pourquoi un tel engouement sur le sujet.
Les résultats de l'étude suscite l'interrogation. Si l'on peut analyser les réactions du cerveau et ce qui le stimule, il n'y a qu'un pas pour transfomer le marketing politique en véritable outil de manipulation.
Pour preuve, voici ce que Drew Westen de l'Université d'Emory nous apprend au sujet des élécteurs partisans :
“We did not see any increased activation of the parts of the brain normally engaged during reasoning,” said Drew Westen, director of clinical psychology at Emory University. “What we saw instead was a network of emotion circuits lighting up, including circuits hypothesized to be involved in regulating emotion, and circuits known to be involved in resolving conflicts.”
Les résultats de l'étude suscite l'interrogation. Si l'on peut analyser les réactions du cerveau et ce qui le stimule, il n'y a qu'un pas pour transfomer le marketing politique en véritable outil de manipulation.
Pour preuve, voici ce que Drew Westen de l'Université d'Emory nous apprend au sujet des élécteurs partisans :
“We did not see any increased activation of the parts of the brain normally engaged during reasoning,” said Drew Westen, director of clinical psychology at Emory University. “What we saw instead was a network of emotion circuits lighting up, including circuits hypothesized to be involved in regulating emotion, and circuits known to be involved in resolving conflicts.”
The test subjects on both sides of the political aisle reached totally biased conclusions by ignoring information that could not rationally be discounted, Westen and his colleagues say.
Then, with their minds made up, brain activity ceased in the areas that deal with negative emotions such as disgust. But activity spiked in the circuits involved in reward, a response similar to what addicts experience when they get a fix, Westen explained.
The study points to a total lack of reason in political decision-making.
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