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Negative Campaigning: Asset or Liability?

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With the 2008 election less than a month away, the campaigns of the two major party presidential candidates are at a juncture, finding the tendency to “go negative” difficult to resist. The AARP Undecided Voter Survey conducted telephone interviews with likely voters who are not firmly committed to any presidential candidate. This research provides critical insights into the advantages of avoiding partisan rancor and seeking bipartisan solutions in securing support from undecided and leaning voters. Undecided voters are more likely to lend support to non-partisan, issues-focused candidates than to those that are seen as promoting divisiveness. … Back to Article

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