Electroencephalograph (EEG) analysis of political parties' video messages on May 19th, Commemoration of Atatürk, Youth, and Sports Day

This research is to examine the attitudes and approaches of Generation Z towards political parties. For this purpose, video messages delivered by the leaders of the Justice and Development Party, Republican People's Party, and Good Party on May 19, Commemoration of Atatürk, Youth, and Sports Day have been utilized. The research has been conducted with 32 participants, comprising 16 females and 16 males selected from Generation Z, using the electroencephalograph (EEG) method to gather data. Neurological research methods utilized in political marketing research aim to identify the emotional motivations underlying voters' political preferences. In this context, neuromarketing research in our country has been directed towards political marketing. However, there are observed gaps in the literature in this regard. Nevertheless, this study is believed to have the potential to contribute to the literature.