Raising the tone? The impact of 'positive' and 'negative' campaigning on voting in the 2007 Scottish Parliament election

R.A. Johns, C. Pattie, D. Denver, J. Mitchell

Research output: Contribution to journalArticle

15 Citations (Scopus)

Abstract

Most survey-based research on campaign effects in British elections has focussed on exposure to the campaign. Far less attention has been given to how the campaign is perceived, although American research on the effects of negativecampaigning suggests that this is a potentially important area. The article investigates the extent to which vote choices in the 2007ScottishParliamentelection were affected by perceptions of the parties’ campaigns as ‘positive’ or ‘negative’. Partisanship and increased exposure to a party’s campaign increased individuals’ chances of rating a campaign positively. Other things being equal, however, campaigns which come to be seen in a negative light backfire on the party responsible, reducing the propensity of people to vote for it.
Original languageEnglish
Pages (from-to)333-343
Number of pages11
JournalElectoral Studies
Volume30
Issue number2
DOIs
Publication statusPublished - 2010

Keywords

  • positive campaigning
  • negative campaigning
  • voting
  • Scottish Parliament
  • election

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