Negative Political Ads and Negative Citizen Orientations toward Politics

Abstract

This study examines the effects of negative political advertising on responses to a Senate and a gubernatorial race. Responses measured include: (1) knowledge about each race; (2) knowledge about a civics training media campaign; (3) confidence in knowledge about the races; (4) mood responses; (5) political cynicism; (6) political self-efficacy; and (7) voting behavior. The survey findings suggest that negative ads are associated with negative feelings toward the political races, the state, and the country; higher political cynicism; and lower perception of political self-efficacy. Implications of these findings for policy concerning political advertising are discussed.