Title

Communicating Negative Campaign Messages: The Role of Consultants' Individual Characteristics

Department

Political Science & International Affairs

Document Type

Article

Publication Date

6-1999

Abstract

This paper analyzes differences among political consultants, such as party, gender, age and experience, in order to discover if these characteristics help explain variations among consultants in their evaluation and use of negative campaigning. Multiple regression did not yield significant findings, but a discriminant analysis found that age, experience, and attitude toward the potential backlash of using negative tactics lead to significant differences in the types of media chosen to communicate negative messages.