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A Field Experiment Testing Negative Campaign Tactics

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Abstract:

Conventional wisdom holds that negative campaign messages decrease voter turnout and are more persuasive than positive messages. Academic evidence in favor of these two contentions has been mixed. However, prior studies may be limited by research design. Observational analyses capture real-world campaigns and behaviors, but cannot definitively rule out endogeneity as a source of potential bias. Laboratory experiments possess internal validity, but it is unclear the extent to which the results hold in broader real-world settings. Attempting to combine the strengths of both methodologies, we worked with two actual campaigns to conduct randomized experiments in the field. By randomly assigning subjects to be exposed to positive or negative campaign messages, we can estimate the effect of message tone on turnout and vote choice. In the end, we detect no difference between negative and positive messages with regards to turnout or vote preference.

Most Common Document Word Stems:

messag (130), negat (116), campaign (111), vote (64), studi (64), experi (56), polit (54), subject (52), effect (50), voter (47), turnout (45), elect (39), posit (39), group (38), advertis (37), young (35), support (35), proposit (35), 1 (33), two (33), random (33),

Author's Keywords:

negative, advertising, voter turnout, experiment, election
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MLA Citation:

Nickerson, David. and Arceneaux, Kevin. "A Field Experiment Testing Negative Campaign Tactics" Paper presented at the annual meeting of the American Political Science Association, Marriott Wardman Park, Omni Shoreham, Washington Hilton, Washington, DC, Sep 01, 2005 <Not Available>. 2011-03-14 <http://www.allacademic.com/meta/p41625_index.html>

APA Citation:

Nickerson, D. W. and Arceneaux, K. , 2005-09-01 "A Field Experiment Testing Negative Campaign Tactics" Paper presented at the annual meeting of the American Political Science Association, Marriott Wardman Park, Omni Shoreham, Washington Hilton, Washington, DC Online <APPLICATION/PDF>. 2011-03-14 from http://www.allacademic.com/meta/p41625_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Conventional wisdom holds that negative campaign messages decrease voter turnout and are more persuasive than positive messages. Academic evidence in favor of these two contentions has been mixed. However, prior studies may be limited by research design. Observational analyses capture real-world campaigns and behaviors, but cannot definitively rule out endogeneity as a source of potential bias. Laboratory experiments possess internal validity, but it is unclear the extent to which the results hold in broader real-world settings. Attempting to combine the strengths of both methodologies, we worked with two actual campaigns to conduct randomized experiments in the field. By randomly assigning subjects to be exposed to positive or negative campaign messages, we can estimate the effect of message tone on turnout and vote choice. In the end, we detect no difference between negative and positive messages with regards to turnout or vote preference.

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Associated Document Available American Political Science Association
Associated Document Available Political Research Online

Document Type: application/pdf
Page count: 39
Word count: 11013
Text sample:
Two Field Experiments Testing Negative Campaign Tactics Kevin Arceneaux Assistant Professor Department of Political Science Temple University 453 Gladfelter Hall 1115 West Berks Street Philadelphia PA 19122 kevin.arceneaux@temple.edu David W. Nickerson Assistant Professor University of Notre Dame Department of Political Science 217 O’Shaughnessy Hall Notre Dame IN 46556 dnickers@nd.edu Prepared for presentation at the 2005 Meeting of the American Political Science Association September 1-4 Washington D.C. Abstract Conventional wisdom holds that negative campaign messages decrease voter turnout and are
rule to be applied in all cases both misdemeanors and felonies. 4. Other [DON’T READ] 8. Don’t Know [DON’T READ] 9. Refused [DON’T READ] Q4. Now let me read a few statements about proposition 72. Again tell me which one is true. 1. A YES vote for Proposition 72 allows companies to decide whether or not they want to provide health insurance to their employees. 2. A YES vote for Proposition 72 requires companies to pay all the health


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