This study establishes the circumplex model of core affect in political science. Using physiological measures like skin conductance and facial electromyography, it examines how unconscious emotional processes respond to partisan rhetoric. Experimental results show that politically extreme individuals experience heightened physiological arousal when exposed to rhetoric congruent or incongruent with their views, though they report no self-aware emotions.
🧪 Measuring Political Affect Physiologically:
- Employed facial EMG and skin conductance measures in a controlled lab setting (N=397)
- Participants viewed video clips featuring left-wing or right-wing political rhetoric on prominent issues
📊 Key Findings:
- Extreme attitudes lead to greater physiological arousal during exposure to partisan messaging
- Incongruent political rhetoric reliably produces negative affective responses
- Unconscious emotional reactions can drive opinion change independently of self-reported feelings
📌 Why This Matters:
This research provides a crucial methodological advance by demonstrating how unconscious emotional responses—distinct from reported emotions—influence political opinions. It shows that physiological measures capture core affects more accurately than traditional survey methods, offering new insights into the mechanisms driving opinion formation.
