Does Partisan Bias Modulate Neural Processing of Political Information? An Analysis of the Neural Correlates of Corruption and Positive Messages

Daily worldwide newspapers print articles exposing government corruption. Yet these messages do not lead to a loss of votes for the corrupt parties. Sympathizers' partisan bias, which respectively minimizes and maximizes corruption and positive messages of their own parties respectively, is widely considered the main cause of the loss of effectiveness of political communications. Despite the well-established existence of such bias when processing political information, little is known as to its psychological origin. Through the use of neuroscience (fMRI), this study explores the underlying brain mechanisms of negative (corruption) and positive political messages related to a conservative and a socialist Spanish political party, as well as the differences between their sympathizers. The findings reveal that negative (vs. positive) political messages exert the greatest neuroimaging impact on the electorate, as shown in aversive, risk, and disappointment-related brain regions. Interestingly, we show that there exists a main partisan bias against opposite parties (and not a positive bias toward one's own party) that stems from a higher risk, ambiguity, and disbelief provoked by both positive and negative information about rival parties. Furthermore, this bias was more pronounced among conservative supporters. The current findings provide valuable insights for political parties to improve their communication campaigns.