Political communicators recognize that negative political media campaigning has consequences on voters’ perception of candidate and the part he or she belongs to. Many observers also fear that negative campaigning has unintended but detrimental effects on the political system itself. Different meta-analytic assessment of the relevant literature found mixed reliable evidence for these claims. This research reveals that the negative media campaigning is an effective means of winning votes, even though it tends to be more memorable and stimulate knowledge about the campaign. It is also found that there is reliable evidence that negative campaigning depresses voter turnout, lower feelings of political efficacy, trust in government, and possibly overall public mood.
Co-branding, Franchising, Retailing
