By guest blogger Helge Hasselmann
Surveys and opinion polls are notoriously bad at predicting election results, as a chain of rather unexpected events last year demonstrated. These instruments usually ask people about their explicit attitudes and opinions. Often, however, these “external” proxies are not entirely representative of what a person is really thinking. For example, several studies have shown that implicit attitudes – that is, subtle preferences or biases outside the realm of our consciousness – can be more useful in predicting our future choices.
As scary as this may sound, there is also mounting evidence that our physiological responses can be even more accurate in revealing how we’re likely to vote. In a new paper in Social Cognitive and Affective Neuroscience, researchers from Kingston University and the University of Essex have taken a closer look at a voting outcome in the UK that, last year, came as a surprise to a lot of people. Their findings suggest that people’s brain responses to statements about the EU were a more accurate predictor of they way they went on to vote in the Brexit referendum than their stated intentions.