Negativity in the Evaluation of Political Candidates
EXTENDED ABSTRACT - The most well accepted explanation for the negativity effect (greater weighting of negatives as compared to positives in the formation of overall evaluations) in the political domain is the perceptual figure-ground theory (also known as the salience explanation or the expectancy-contrast explanation, Fiske 1980; Klein 1991, 1996). This theory is based on the argument that people generally exhibit a Aperson positivity bias@ whereby they have positive expectations of others (Sears 1983), including political candidates, and negatives contrast against these expectations. From Andersons (1981) cognitive algebra theory through to the figure-ground explanation, non-motivational explanations for negativity dominate.
Jill G. Klein and Rohini Ahluwalia (2005) ,"Negativity in the Evaluation of Political Candidates", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 21-22.
Jill G. Klein, INSEAD
Rohini Ahluwalia, University of Minnesota
NA - Advances in Consumer Research Volume 32 | 2005
I4. Pink Tax: Are Some Marketing Practices Discriminatory?
Andrea Rochelle Bennett, University of North Texas
Audhesh Paswan, University of North Texas
Kate Goins, University of North Texas
Doing it the Hard Way: More Effortful Saving Leads to Less Investing
Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA
Ineffective Altruism: Giving Less When Donations Do More
Joshua Lewis, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA