A startup in Maryland has developed an algorithm that can measure a person’s attention span and emotional reaction. The startup, Spark Experience, decided to use its technology to measure the effect of viewing presidential candidates Donald Trump and Hillary Clinton on the human brain.
What they found was enlightening. Studied while viewing forty minutes worth of candidate clips, in random order, Trump supporters experienced anxiety when Trump said something “to evoke fear of Muslims.” Clinton supporters didn’t experience the same fear or anxiousness when viewing the same statements.
Democratic viewers felt peaks of positivity when watching Trump’s daughter speak about her father, but once reminded of who her father was, emotional response fell dramatically.
Regardless of party, however, all subjects found Trump more captivating. Trump averaged a 7.5 attention level on a scale of 1-10, with Clinton ranking a 4 to 4.5. Bernie Sanders fell somewhere between the two.
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