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Candidate Attacks and Voter Aversion: The Uncertain Link Between Negativity and Campaign Satisfaction
Unformatted Document Text:  Candidate Attacks and Voter Aversion: The Uncertain Link Between Negativity and Campaign Satisfaction John Sides Department of Government University of Texas, Austin Matt Grossmann Christine Trost Keena Lipsitz Department of Political Science University of California, Berkeley August 2003 ## email not listed ## Abstract We examine the link between how politicians campaign and how voters perceive both them and the campaign generally. We focus on negative campaigning in particular. Drawing on data from the 1998 and 2002 California gubernatorial races, we find that voters do not necessarily perceive changes in advertising tone as they occur. Furthermore, they do not consider all negative advertising unhelpful or uninformative. Finally, those voters who are mostly inclined to support negative campaigning in the abstract—the politically sophisticated—are the least satisfied with campaigns, suggesting that factors other than the tone of advertisements may explain voter discontent with the electoral process. Prepared for presentation at the 2003 Annual Meeting of the American Political Science Association, Philadelphia, PA, August 28-31.

Authors: Sides, John., Trost, Christine. and Lipsitz, Keena.
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Candidate Attacks and Voter Aversion:
The Uncertain Link Between Negativity and Campaign Satisfaction
John Sides
Department of Government
University of Texas, Austin
Matt Grossmann
Christine Trost
Keena Lipsitz
Department of Political Science
University of California, Berkeley
August 2003
## email not listed ##
Abstract
We examine the link between how politicians campaign and how voters perceive both them
and the campaign generally. We focus on negative campaigning in particular. Drawing on
data from the 1998 and 2002 California gubernatorial races, we find that voters do not
necessarily perceive changes in advertising tone as they occur. Furthermore, they do not
consider all negative advertising unhelpful or uninformative. Finally, those voters who are
mostly inclined to support negative campaigning in the abstract—the politically
sophisticated—are the least satisfied with campaigns, suggesting that factors other than the
tone of advertisements may explain voter discontent with the electoral process.
Prepared for presentation at the 2003 Annual Meeting of the American Political Science Association,
Philadelphia, PA, August 28-31.


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