Psychology Commons^™

The Effects Of Negative Political Advertising On Young College-Educated Voters, Sean Donahue

Honors Projects in History and Social Sciences

This study examines the effectiveness of negative and positive political advertisements among voters in college. The study builds on past research exploring negative political advertising and demobilization and mobilization theories. Additionally, potential backlash against sponsoring candidates of negative policy-based attack ads is looked at as is whether those who regularly follow politics are affected differently by ads than those who do not. Fifty-three college students participated in an experiment in which they rated two candidates based on any prior knowledge and political party, assessing favorability and the likelihood of voting for each candidate. Students then watched a ten minute newscast …