Why it Pays to Play Dirty in Political Campaigning
In the presidential race, and especially Minnesota's contentious U.S. senate contest, negative advertising has already crept into the campaigns. But why do candidates, who often pledge early on against it, always seem to resort to such mean-spirited tactics? John Eighmey, a University of Minnesota professor of advertising, says it has to do with the vast differences between the way a voter reacts to the bad and the good.
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December 16, 2007