Personal attacks or policy debates? How voters respond to negative campaign messaging

Previous research suggests the effects of negative campaigning are highly conditional on country context and the specific messages that are used. In this paper, we present an experiment on negative campaigning in an unexamined context in which existing studies could point to differing outcomes. We examine the effect of attacks placed in campaign leaflets on a candidate’s personal traits and policy positions in Great Britain. Unlike prior studies, our treatments are contrast ads and not purely negative ads. While the inclusion of positive messaging from the sponsor could increase voters’ parasocial relationship with the candidate, shielding them from backlash, the results from our experiment suggest that British voters view attacks on personal traits as too negative and lower their evaluation of the sponsor as a result.