Positive Messages as a Motivator for Seeking Information about Candidates

Abstract

What, if anything, will motivate people to seek information about candidates during campaigns? Our study tackles this question drawing on data from a survey experiment conducted with a total of 1,421 college student subjects. Study participants were randomly divided into four groups, each of which was asked to read one of four brief statements about the candidacy of either Hillary Clinton or Carly Fiorina written in an either positive or negative tone. Study subjects were then asked if they would like to learn more about the candidate. The study reveals that those who were exposed to positive information about the presidential candidates or already had positive emotions toward either of them were more likely to express their desire to learn more about the candidates. The findings are consistent with the “broaden‐and‐build theory of positive emotions,” which predicts an individual tendency to broaden their “thought‐action repertoires” when experiencing positive stimuli.Related ArticlesCraig, Stephen C., and Paulina S. Rippere. 2014. “Political Trust and Negative Campaigns: Two Tests of the Figure‐Ground Hypothesis.” Politics & Policy 42 (5): 693‐743. https://doi.org/10.1111/polp.12091Nielson, Lindsay. 2017. “Ranked Choice Voting and Attitudes toward Democracy in the United States: Results from a Survey Experiment.” Politics & Policy 45 (4): 535‐570. https://doi.org/10.1111/polp.12212Stokes‐Brown, Atiya Kai, and Melissa O. Neal. 2008. “Give ‘Em Something to Talk about: The Influence of Female Candidates’ Campaign Issues on Political Proselytizing.” Politics & Policy 36 (1): 32‐59. https://doi.org/10.1111/j.1747-1346.2008.00093.xRelated MediaDanielsen, Shelby. 2014. “Political Ads: Negative vs. Positive.” https://www.youtube.com/watch?v=5neWR6ZzTlMHughes, Andrew. 2016. “Negative vs. Positive Political Advertising.” https://www.youtube.com/watch?v=bUyypda7PNsKrasa, Sandra. 2014. “Social Media and Political Campaigns – Youth Voting; Positive Messaging.” Interview with David Painter. https://www.youtube.com/watch?v=rxE2OGYhVvo