Psychophysiological and Memory Effects of Negative Political ADS: Aversive, Arousing, and Well Remembered

Abstract

This study examines whether negative political advertisements elicit automatic activation in the aversive motivational system among viewers. A measure is introduced—the eyeblink startle reflex—that provides evidence that negative ads do activate the aversive motivational system. As these participants watched negative political ads, physiological responses indicated that their body was reflexively preparing to move away. Negative ads also elicited more physiological and self-reported arousal than moderate ads. Recognition data show that detailed information from negative ads is better recognized; however, participants were also more likely to incorrectly report that they recognized information from negative ads they did not see.