Effects of negative political advertising on the political process
- 1 June 1990
- journal article
- research article
- Published by Taylor & Francis in Journal of Broadcasting & Electronic Media
- Vol. 34 (3) , 299-311
- https://doi.org/10.1080/08838159009386744
Abstract
An experiment was conducted to explore the effects of negative political advertising on several variables important to the political process. Results indicated that negative commercials may lead to greater candidate image discrimination and greater attitude polarization than their positive counterparts. Negative and positive commercials did not differ, however, in their effects on involvement in the election, communication behavior regarding the election, and likelihood of turning out to vote in the election.Keywords
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