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Positive Spillovers from Negative Campaigning

Author

Listed:
  • Vincenzo Galasso
  • Tommaso Nannicini
  • Salvatore Nunnari

Abstract

Negative advertising is frequent in electoral campaigns, despite its ambiguous effectiveness: negativity may reduce voters’ evaluation of the targeted politician but have a backlash effect for the attacker. We study the effect of negative advertising in electoral races with more than two candidates with a large scale field experiment during an electoral campaign for mayor in Italy and a survey experiment in a fictitious mayoral campaign. In our field experiment, we find a strong, positive spillover effect on the third main candidate (neither the target nor the attacker). This effect is confirmed in our survey experiment, which creates a controlled environment with no ideological components nor strategic voting. The negative ad has no impact on the targeted incumbent, has a sizable backlash effect on the attacker, and largely benefits the idle candidate. The attacker is perceived as less cooperative, less likely to lead a successful government, and more ideologically extreme.

Suggested Citation

  • Vincenzo Galasso & Tommaso Nannicini & Salvatore Nunnari, 2020. "Positive Spillovers from Negative Campaigning," CESifo Working Paper Series 8055, CESifo.
  • Handle: RePEc:ces:ceswps:_8055
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    Cited by:

    1. Krzysztof Krakowski & Juan S. Morales & Dani Sandu, 2020. "Violence Against Politicians, Negative Campaigning, and Public Opinion: Evidence from Poland," Carlo Alberto Notebooks 624 JEL Classification: D, Collegio Carlo Alberto.
    2. Marinkovic Dal Poggetto Sofía, 2023. "¿Tiene algún efecto la propaganda política en la decisión de los votantes?," Asociación Argentina de Economía Política: Working Papers 4667, Asociación Argentina de Economía Política.

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    More about this item

    Keywords

    electoral campaign; political advertisement; randomized controlled trial; field experiment; survey experiment;
    All these keywords.

    JEL classification:

    • D72 - Microeconomics - - Analysis of Collective Decision-Making - - - Political Processes: Rent-seeking, Lobbying, Elections, Legislatures, and Voting Behavior
    • C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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