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Negativity in intradimensional judgments of presidential candidates

Author: Klein, Jill INSEAD Area: MarketingIn: Advances in Consumer Research, vol. 25, 1998 Language: EnglishDescription: p.574-577.Type of document: INSEAD ArticleNote: Please ask us for this itemAbstract: Character judgments of candidates in three presidential elections were examined using data from the 1984, 1988 and 1992 National Election Studies. When differences were perceived between the candidates on a particular attribute, that difference was more predictive of overall evaluations for the candidate viewed more negatively on that attribute than for his more positivelyèviewed opponent. Thus, support was found for the use of intradimensional strategies and negativity in candidate evaluations
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Character judgments of candidates in three presidential elections were examined using data from the 1984, 1988 and 1992 National Election Studies. When differences were perceived between the candidates on a particular attribute, that difference was more predictive of overall evaluations for the candidate viewed more negatively on that attribute than for his more positivelyèviewed opponent. Thus, support was found for the use of intradimensional strategies and negativity in candidate evaluations

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