Psychology
The Influence of Political Advertising on Candidate Evaluation and Turnout
Quick fact
Meta-analyses of field experiments show that campaign ads have a statistically significant but small effect on candidate evaluation (e.g., shifting favorability by a few percentage points), while their effect on voter turnout is negligible on average—yet negative ads can sometimes increase turnout by sparking outrage.
Why this is interesting
Ever watched a campaign ad and felt a sudden surge of hope or anger—and wondered if it actually changed your vote or even whether you'd bother showing up? Political advertising is designed to do both, but the science behind its effects reveals a surprising twist.