Do Negative Campaign Ads Work?

Do negative campaign ads work? In the latest University of Texas/Texas Tribune poll, we tested the effectiveness of two of the earliest "comparative" ads run in the governor's race to see if they persuaded voters. Apparently so.

Republicans Kay Bailey Hutchison and Rick Perry were the first two candidates in the top race on the ballot to run negative spots. When our poll went into the field at the beginning of the month, Republican Debra Medina and Democrat Farouk Shami weren't running any negative commercials, and Democrat Bill White wasn't running any television spots yet at ...

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