Establishing the validity and robustness of facial electromyography measures for political science

Abstract

Opinion formation and information processing are affected by unconscious affective responses to stimuli - particularly in politics. Yet we still know relatively little about such affective responses and how to measure them. In this study, we focus on emotional valence and examine facial electromyography (fEMG) measures. We demonstrate the validity of these measures, discuss ways to make measurement and analysis more robust, and consider validity trade-offs in experimental design. In doing so, we hope to support scholars in designing studies that will advance scholarship on political attitudes and behavior by incorporating unconscious affective responses to political stimuli - responses that have too often been neglected by political scientists.