Abstract
We argue that citizens distinguish the tone of a campaign from the quality of information that it provides and that evaluations on each dimension respond differently to positive and negative political advertising. We test these claims using survey and advertising data from the 2000 presidential campaign and two 1998 gubernatorial races. In each race, citizens separate judgments about the tone of a campaign from judgments about the quality of information they have received. Furthermore, negative campaigning affects the former, but not the latter, set of evaluations. These results have implications for the debate over the impact of negative advertising and for how citizens perceive campaigns as political processes.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.