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A Note on Negative Electoral Advertising

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  • Chakrabarti, Subhadip

Abstract

In their seminal paper, Harrington and Hess (1996) discuss a model where candidates differ along two dimensions - ideology which is modeled by the standard Hotelling-Downs formulation and valence factors which encompass traits which all voters agree as desirable. While valence factor is given, the voter perception of a candidate’s ideology can be influenced via advertising. In this expository note, we extend the model model to take account of valence as well as ideological advertising but we restrict our attention only to negative advertising. We find that when the available resources are sufficiently small and certain technical conditions are fulfilled, the expected result holds, namely, the candidate with the higher initial valence index will run a relatively personal campaign while the candidate with the lower initial valence index will run an ideological campaign.

Suggested Citation

  • Chakrabarti, Subhadip, 2005. "A Note on Negative Electoral Advertising," Bonn Econ Discussion Papers 7/2005, University of Bonn, Bonn Graduate School of Economics (BGSE).
    • Handle: RePEc:zbw:bonedp:72005
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    References listed on IDEAS

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    1. Harrington, Joseph Jr. & Hess, Gregory D., 1996. "A Spatial Theory of Positive and Negative Campaigning," Games and Economic Behavior, Elsevier, vol. 17(2), pages 209-229, December.
    2. Wattenberg, Martin P. & Brians, Craig Leonard, 1999. "Negative Campaign Advertising: Demobilizer or Mobilizer?," American Political Science Review, Cambridge University Press, vol. 93(4), pages 891-899, December.
    3. Mueller,Dennis C. (ed.), 1997. "Perspectives on Public Choice," Cambridge Books, Cambridge University Press, number 9780521553773, October.
    4. 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.
    5. Gerard R. Butters, 1977. "Equilibrium Distributions of Sales and Advertising Prices," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 44(3), pages 465-491.
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    More about this item

    Keywords

    Negative Advertising; Electoral Contests;

    JEL classification:

    • D72 - Microeconomics - - Analysis of Collective Decision-Making - - - Political Processes: Rent-seeking, Lobbying, Elections, Legislatures, and Voting Behavior
    • C72 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Noncooperative Games

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