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The Effects of Negative Political Advertisements: A Meta-Analytic Assessment

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  • Lau, Richard R.
  • Sigelman, Lee
  • Heldman, Caroline
  • Babbitt, Paul

Abstract

The conventional wisdom about negative political advertisements holds that no one likes them, but they work, that is, they have the consequences their sponsors intend. Moreover, many analysts have expressed concern over the detrimental effects of such negativism on the American political system. We examine the accuracy of the conventional wisdom and the legitimacy of the fears about the consequences for the political system via meta-analysis, a systematic, quantitative review of the literature. The data do not support either contention. Negative political ads appear to be no more effective than positive ads and do not seem to have especially detrimental effects on the political system. Eleven subsidiary hypotheses about particular circumstances in which significant effects are likely to be found are tested and rejected. Discussion focuses on why negative political advertisements have become so popular in practice when there is so little evidence that they work especially well.

Suggested Citation

  • Lau, Richard R. & Sigelman, Lee & Heldman, Caroline & Babbitt, Paul, 1999. "The Effects of Negative Political Advertisements: A Meta-Analytic Assessment," American Political Science Review, Cambridge University Press, vol. 93(4), pages 851-875, December.
    • Handle: RePEc:cup:apsrev:v:93:y:1999:i:04:p:851-875_21
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    Cited by:

    1. Mitchell J. Lovett & Ron Shachar, 2011. "The Seeds of Negativity: Knowledge and Money," Marketing Science, INFORMS, vol. 30(3), pages 430-446, 05-06.
    2. Sourav Bhattacharya, 2006. "Campaign Rhetoric and the Hide-and-Seek Game," Working Paper 326, Department of Economics, University of Pittsburgh, revised Jun 2007.
    3. Scott Feld & Samuel Merrill & Bernard Grofman, 2014. "Modeling the effects of changing issue salience in two-party competition," Public Choice, Springer, vol. 158(3), pages 465-482, March.
    4. Archishman Chakraborty & Rick Harbaugh, 2010. "Persuasion by Cheap Talk," American Economic Review, American Economic Association, vol. 100(5), pages 2361-2382, December.
      • Archishman Chakraborty & Rick Harbaugh, 2006. "Persuasion by Cheap Talk," Working Papers 2006-10, Indiana University, Kelley School of Business, Department of Business Economics and Public Policy, revised Oct 2009.
    5. Seerat Sohal & Harsandaldeep Kaur, 2019. "Communicating with Voters on YouTube: Content Analysis of the Relationship Between Advertisement Message Characteristics and Viewers’ Responses," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 44(1), pages 17-35, February.
    6. Brett Gordon & Mitchell Lovett & Ron Shachar & Kevin Arceneaux & Sridhar Moorthy & Michael Peress & Akshay Rao & Subrata Sen & David Soberman & Oleg Urminsky, 2012. "Marketing and politics: Models, behavior, and policy implications," Marketing Letters, Springer, vol. 23(2), pages 391-403, June.
    7. Brett R. Gordon & Mitchell J. Lovett & Bowen Luo & James C. Reeder, 2023. "Disentangling the Effects of Ad Tone on Voter Turnout and Candidate Choice in Presidential Elections," Management Science, INFORMS, vol. 69(1), pages 220-243, January.
    8. Gianluca Vagnani & Corrado Gatti & Luca Proietti, 2019. "A conceptual framework of the adoption of innovations in organizations: a meta-analytical review of the literature," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 23(4), pages 1023-1062, December.
    9. Sourav Bhattacharya, 2016. "Campaign rhetoric and the hide-and-seek game," Social Choice and Welfare, Springer;The Society for Social Choice and Welfare, vol. 47(3), pages 697-727, October.
    10. Mitchell J. Lovett, 2019. "Empirical Research on Political Marketing: a Selected Review," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(3), pages 49-56, December.
    11. Niederdeppe, Jeff & Avery, Rosemary J. & Liu, Jiawei & Gollust, Sarah E. & Baum, Laura & Barry, Colleen L. & Welch, Brendan & Tabor, Emmett & Lee, Nathaniel W. & Fowler, Erika Franklin, 2021. "Exposure to televised political campaign advertisements aired in the United States 2015–2016 election cycle and psychological distress," Social Science & Medicine, Elsevier, vol. 277(C).
    12. Todd Adkins & Jeremiah J. Castle, 2014. "Moving Pictures? Experimental Evidence of Cinematic Influence on Political Attitudes," Social Science Quarterly, Southwestern Social Science Association, vol. 95(5), pages 1230-1244, December.
    13. Yanwen Wang & Michael Lewis & David A. Schweidel, 2018. "A Border Strategy Analysis of Ad Source and Message Tone in Senatorial Campaigns," Marketing Science, INFORMS, vol. 37(3), pages 333-355, May.
    14. Mujtaba Isani & Bernd Schlipphak, 2023. "Who is asking? The effect of survey sponsor misperception on political trust: evidence from the Afrobarometer," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3453-3481, August.
    15. David Soberman & Loïc Sadoulet, 2007. "Campaign Spending Limits and Political Advertising," Management Science, INFORMS, vol. 53(10), pages 1521-1532, October.
    16. Michael MacKuen & Jennifer Wolak & Luke Keele & George E. Marcus, 2010. "Civic Engagements: Resolute Partisanship or Reflective Deliberation," American Journal of Political Science, John Wiley & Sons, vol. 54(2), pages 440-458, April.
    17. Kessler, Anke & Cornwall, Tom, 2012. "Does Misinformation Demobilize the Electorate? Measuring the Impact of Alleged 'Robocalls' in the 2011 Canadian Election," CEPR Discussion Papers 8945, C.E.P.R. Discussion Papers.
    18. Moeen Koa, 2023. "Delegitimizing the Egyptian Regime: Negative Campaigning and Strategic Framing as Techniques to Demobilize Antagonists," SAGE Open, , vol. 13(2), pages 21582440231, June.

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