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Campaign Advertising and Voter Turnout: New Evidence for a Stimulation Effect
Abstract
Recent controversy over campaign advertising has focused on the effects of negative ads on voters. Proponents of the demobilization hypothesis have argued that negative ads turn off voters and shrink the size of the electorate. We argue that negative campaign charges are just as likely to engage potential voters, leading to a stimulation effect when it comes to turnout. Drawing on a new source of ad-tracking data from the 1996 presidential election, combined with the 1996 National Election Study, we generate estimates of the probability that voters were exposed to positive and negative political advertising. With this new, more precise approach, we find unambiguous evidence that exposure to negative campaign ads actually stimulates voter turnout.
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Citations
Cited by
Explaining voter turnout: A review of aggregate-level research
Geys, B. (2006) · Electoral Studies · doi:10.1016/j.electstud.2005.09.002 · Cited by 860
The embarrassment of riches? A meta-analysis of individual-level research on voter turnout
Smets, K., & van Ham, C. (2013) · Electoral Studies · doi:10.1016/j.electstud.2012.12.006 · Cited by 799
Beyond Negativity: The Effects of Incivility on the Electorate
Brooks, D. J., & Geer, J. G. (2007) · American Journal of Political Science · doi:10.1111/j.1540-5907.2007.00233.x · Cited by 462
Shah, D. V., Cho, J., Nah, S., Gotlieb, M. R., Hwang, H., Lee, N.-J., Scholl, R. M., & McLeod, D. M. (2007) · Journal of Communication · doi:10.1111/j.1460-2466.2007.00363.x · Cited by 384
Campaigns, Reflection, and Deliberation: Advancing an O-S-R-O-R Model of Communication Effects
Cho, J., Shah, D. V., McLeod, J. M., McLeod, D. M., Scholl, R. M., & Gotlieb, M. R. (2009) · Communication Theory · doi:10.1111/j.1468-2885.2008.01333.x · Cited by 361
Metadata
- Authors
- Goldstein, K., & Freedman, P.
- Venue
- The Journal of Politics
- Publisher
- University of Chicago Press
- Published
- 2002-08
- Volume
- 64
- Issue
- 3
- Pages
- 721-740
- ISSN
- 0022-3816 (ISSN-L)
- 1468-2508
- OpenAlex
- W2150047195
- Cited by
- 268
- References
- 0
- FWCI
- 34.23
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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