The Seeds of Negativity: Knowledge and Money

This paper studies the decision to "go negative" in ads. For this purpose we focus on political campaigns and an intriguing empirical regularity (close races are more negative). We present a model in which ads inform voters on the good traits of the candidate or the bad traits of his opponent. In equilibrium the proportion of negative ads increases with voters' knowledge and candidate budget. We test these implications using data on recent US congressional and presidential races. The data supports the model and the model helps to explain the relationship between the closeness of the race and its negativity.



Citation:

Mitchell Lovett and Ron Shachar (2010) ,"The Seeds of Negativity: Knowledge and Money", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 242-245 .

Authors

Mitchell Lovett, University of Rochester, USA
Ron Shachar, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

Read More

Featured

K3. Goal or Knowledge? Exploring the Nature of Culture and its Consequential Effect

Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More

Featured

A11. When Political Neutrality Backfires

Ike Silver, University of Pennsylvania, USA
Alex Shaw, University of Chicago, USA
Rob Kurzban, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.