Contrary to what most people assume, the Brazilian voter's mind works logically. But what logic is this? What do you need to know to evaluate an opinion poll? Can a campaign's marketing be decisive in choosing a candidate? After analyzing, in "A cabeça do brasileiro" (The Brazilian Mind), the country as a society and cultural system, investigating what Brazilians think about ethics, sexuality, "jeitinho" (the "little way"), destiny, family, punishment, color and race, the economy, politics, equality, and civic spirit, Alberto Almeida now reveals what is simple and obvious in their voting decisions. "A BEÇA DO VOTER" (The Voter's Mind) is a fundamental tool for those who want to understand electoral dynamics and make the right choice in the elections. Alberto Almeida shows that the voter's mind works the same way in any election, be it municipal, state, or federal. And that well-regarded leaders tend to be reelected or elect their successors in the vast majority of cases. He also reveals that the average voter has very little information about what happens in politics. And the information they retain is always truncated and full of noise. Alberto Almeida identifies six factors that shape the Brazilian voter's logic: evaluation of the government; the candidates' identities; the candidates' level of recall; the candidates' track records and whether they use them to demonstrate to voters that they can solve the main problem afflicting the electorate; the candidates' growth potential, which combines each candidate's rejection rate with their respective level of knowledge; and the fact that it is impossible to count on political support, meaning popularity and sympathy are not transferable. One of the most important tools proposed by *A BEÇA DO VOEITOR*, however, is evaluation. Knowing whether an election is one of continuity or change depends on the candidate in question. The strategy to follow once this information is obtained depends on the candidate in question. Alberto Almeida demonstrates how it is possible to win an election of continuity with an opposition candidate. He teaches how to read and use opinion polls. He also reveals the simple and obvious aspects of voting decisions. The result is an unprecedented snapshot of Brazilian voters' modus operandi. It's a fundamental tool for understanding the results of several elections and trying to understand future ones.
Alberto Carlos Almeida é doutor em Ciência Política, autor do best-seller A cabeça do brasileiro, sócio da Brasilis e do Inteligov e consultor político de instituições financeiras e grandes empresas.
