This paper compares negative and comparative political advertisements in terms of the cognitive responses their viewers have. In an experiment using ads from a 2000 congressional race, comparative ads provoked fewer source derogations but more counterarguments than did negative ads, a contrast that may reflect differences in the information processing styles the ads invite. Comparative ads also prompted more support arguments, positive affect, and source bolstering, and they were viewed more favorably than were negative ads.
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Patrick C. Meirick (2002) studied this question.
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