In their seminal paper, Harrington and Hess (1996) discuss a model where candidates differ along two dimensions - ideology which is modeled by the standard Hotelling-Downs formulation and valence factors which encompass traits which all voters agree as desirable. While valence factor is given, the voter perception of a candidate’s ideology can be influenced via advertising. In this expository note, we extend the model model to take account of valence as well as ideological advertising but we restrict our attention only to negative advertising. We find that when the available resources are sufficiently small and certain technical conditions are fulfilled, the expected result holds, namely, the candidate with the higher initial valence index will run a relatively personal campaign while the candidate with the lower initial valence index will run an ideological campaign.
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Paper provided by University of Bonn, Germany in its series Bonn Econ Discussion Papers with number
bgse7_2005.
Length: 15 Date of creation: Mar 2005 Date of revision: Handle: RePEc:bon:bonedp:bgse7_2005
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Find related papers by JEL classification: C72 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Noncooperative Games D72 - Microeconomics - - Analysis of Collective Decision-Making - - - Models of Political Processes: Rent-seeking, Elections, Legislatures, and Voting Behavior
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