Young voters influenced by negative political ads, says study

In the April issue of the Journal of Consumer Research, an important field study of registered voters aged 18-23 reveals that negative “attack” ads provoke more voter migration than positive ads. Researchers from Notre Dame and the University of Texas at Dallas used real advertisements from the 2004 presidential election to show that, although negative political ads are explicitly disliked, they have a powerful impact on voters’ mindsets that positive ads do not – and the potential to change preference and behavior in ways that benefit the advertiser.