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Negativity in the evaluation of political candidates

Prior research has demonstrated a clear negativity effect (greater weighting of candidate weaknesses compared with strengths) in the evaluation of US presidential candidates in each of the past six elections analyzed. The authors adopt a motivational view and question the robustness of this finding. They reanalyze past National Election Studies data along with new data and conclude that the negativity effect is not universal across voters; it is a robust effect only for voters who dislike the candidate. They argue that previous findings are due to aggregation of data across voters who vary in their motivations..Printed Journal

Ketersediaan

Call NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit American Marketing Association.,
Edisi -
Subjek Marketing
Statistical analysis
Presidential elections
studies
Candidates
Negative campaigning
ISBN/ISSN 222429
Klasifikasi -
Deskripsi Fisik -
Info Detail Spesifik -
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