Journal Articles

Do Voters Perceive Negative Campaigns as Informative Campaigns?

---

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.

---

Availability

No copy data

Detail Information

Series Title

American Politics Research

Call Number

-

Publisher

: sage publisher., 2010

Collation

-

Language

English

ISBN/ISSN

1532673x

Classification

-

Content Type

-

Media Type

-

Carrier Type

-

Edition

Vol. 38 no. 3 May 2010 pp. 502-530

Subject(s)

Elections
Voting
Political Campaigns
Negative advertising
Political advertising

Specific Detail Info

-

Statement of Responsibility

-

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment