The effects of negative political advertisements: A meta-analytic assessment

The conventional wisdom about negative political advertisement holds that n o one likes them, but they work, that is, they have the consequences their sponsors intend. Moreover, many analysts have expressed concern over the de trimental effects of such negativism on the American political system. We e xamine the accuracy of the conventional wisdom and the legitimacy of the fe ars about the consequences for the political system via meta-analysis, a sy stematic, quantitative review of the literature. The data do not support ei ther contention. Negative political ads appear to be no more effective than positive ads and do not seem to have especially detrimental effects on the political system. Eleven subsidiary hypotheses about particular circumstan ces in which significant effects are likely to be found are tested and reje cted. Discussion focuses on why negative political advertisements have beco me so popular in practice when there is so little evidence that they work e specially well.