Just in time for analyzing Super Tuesday primary results, political neuromarketing is back in the news. CNN ran a story, Reading Voters’ Minds!, on how Lucid Systems is attempting to measure real voter attitudes with various techniques borrowed from neuroscience and medicine. (You can tell CNN was excited by the story because of the exclamation point in the title.) Unfortunately, the information presented in the CNN story looks like another case of overhyped neuromarketing data: a tiny sample size and subjective conclusions.
With a title that satirizes CNN’s breathless headline writing, Slate’s Daniel Engber points out some of the study’s limitations in Obama Builds Lead Inside Voters’ Brains! Neuropundits weigh in on Super Tuesday: