theconversation.com/fear-based-campaign-ads-can-grab-attention-but-whether-they-win-votes-is-less-clear-292574 Fear-based campaign ads can grab attention, but whether they win votes is less clear
Research suggests fear-based political ads reliably grab attention and can prompt voters to reconsider choices, but evidence that negative campaigning wins elections is weak. Fear works best when voters feel able to act, and it often leans on existing racial and gender stereotypes.
— via The Conversation — Science, Monique Mitchell Turner, Professor of Communication, Michigan State University
