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Determinants and Effects of Negative Advertising in Politics

Author

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  • Danilo P. Souza
  • Marcos Y. Nakaguma

Abstract

This paper assesses the determinants of negative advertising between candidates in electoral races ruled by majority vote, and also the effects of this type of advertising in the voter’s behavior. We evaluate, for example, how the number of candidates and how electoral rules (single-ballot versus runoff election) affects the negativity level of campaigns. We use data from Brazil’s Judiciary system for 2012 mayors election, which allows us to assess how these determinants affect differently the decision of going negative when attacker-attacked candidates were 1st-2nd or 2nd-3rd, for example, in the final vote share.

Suggested Citation

  • Danilo P. Souza & Marcos Y. Nakaguma, 2017. "Determinants and Effects of Negative Advertising in Politics," Working Papers, Department of Economics 2017_25, University of São Paulo (FEA-USP).
    • Handle: RePEc:spa:wpaper:2017wpecon25
    as

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    File URL: http://www.repec.eae.fea.usp.br/documentos/Souza_Nakaguma_25WP.pdf
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    References listed on IDEAS

    as
    1. Ansolabehere, Stephen D. & Iyengar, Shanto & Simon, Adam, 1999. "Replicating Experiments Using Aggregate and Survey Data: The Case of Negative Advertising and Turnout," American Political Science Review, Cambridge University Press, vol. 93(4), pages 901-909, December.
    2. Fujiwara, Thomas, 2011. "A Regression Discontinuity Test of Strategic Voting and Duverger's Law," Quarterly Journal of Political Science, now publishers, vol. 6(3–4), pages 197-233, November.
    3. Amit Gandhi & Daniela Iorio & Carly Urban, 2016. "Negative Advertising and Political Competition," The Journal of Law, Economics, and Organization, Oxford University Press, vol. 32(3), pages 433-477.
    4. Bernardo S. Da Silveira & João M. P. De Mello, 2011. "Campaign Advertising and Election Outcomes: Quasi-natural Experiment Evidence from Gubernatorial Elections in Brazil," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 78(2), pages 590-612.
    5. Navin Kartik & R. Preston McAfee, 2007. "Signaling Character in Electoral Competition," American Economic Review, American Economic Association, vol. 97(3), pages 852-870, June.
    6. Ansolabehere, Stephen & Iyengar, Shanto & Simon, Adam & Valentino, Nicholas, 1994. "Does Attack Advertising Demobilize the Electorate?," American Political Science Review, Cambridge University Press, vol. 88(4), pages 829-838, December.
    7. McCrary, Justin, 2008. "Manipulation of the running variable in the regression discontinuity design: A density test," Journal of Econometrics, Elsevier, vol. 142(2), pages 698-714, February.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    elections; negative advertising; political advertising;
    All these keywords.

    JEL classification:

    • D72 - Microeconomics - - Analysis of Collective Decision-Making - - - Political Processes: Rent-seeking, Lobbying, Elections, Legislatures, and Voting Behavior
    • D79 - Microeconomics - - Analysis of Collective Decision-Making - - - Other
    • C29 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Other

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