Design of collective choices and aggregation of preferences: from the fear and the rhetoric to the game theory and neuromarketing

Abstract

This work paper article aims to describe the historical development of the set of technologies and devices discursive, rational, cognitive and political engineering aimed at shaping and influencing the processes through which communities and societies make their collective choices, legitimizing through this process their levels of social cohesion and paradoxically, the mechanisms which reaffirm the political domination. It basically highlights two alternatives in the collective election front to which contemporary societies are: an alternative based on the full information (truth) and the moral construction of consensus. Another alternative based on fear, distortion of information (falsehood), deception and manipulation of decision-making structures.

Keywords

• Contrato social, fuerza, dominación, retórica, agregación de preferencias, elecciones colectivas, teoría de juegos, neuromarketing, estructuras profundas de decisión, modelamiento de decisiones colectivas, construcción moral de consensos.