August 21, 2004

It's best to be not bad

Are negative political advertisements more effective than positive ones?

"Political consultants cite a strikingly consistent pattern when it comes to darker, more confrontational commercials. "Focus groups will tell you they hate negative ads and love positive ads," said Steve McMahon, a Democratic strategist. "But call them back four days later and the only thing they can remember are the negative ones."

Why are negative ads more effective?

"There appears to be something hard-wired into humans that gives special attention to negative information," said Kathleen Hall Jamieson, director of the Annenberg Public Policy Center at the University of Pennsylvania. "I think it's evolutionary biology. It was the wariness of our ancestors that made them more likely to see the predator and hence to prepare. The one who was cautious about strange new food probably didn't eat it, they sat back and watched other people die. There's a reason to be hesitant about that which is vaguely menacing."

I don't know that I necessarily agree with this hand-waving conjecture on evo bio, but it doesn't sound that ridiculous. I suspect that if there is an effect like this, it is probably a pretty common one for many-actor-group models like groups of self-interested people. Perhaps a computer model would explain this?

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