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Going Negative Paperback – August 1, 1997
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While one might have alternative interpretations of the political survey data, and question the external validity of the author's controlled experiments, the authors do an excellent job of presenting the major issues in evaluating negative campaign advertising. I would highly reccommend this book to get a sense of the research being done about campaign advertising, and Ansolebehre and Iyengar are well-respected and clearly knowledgeable scholars. I won't get into all the specifics of the book; you should read it for yourself!
Strangely, to get to their main point, you must wade through pretty dry chapters that discuss the methods used to gather data as well as other ways that advertisements affect voter behavior. This may be of great interest to political scientists, but for those with only partial interest, it is probably enough to read the first, fifth, and sixth chapters to get the main gist of the book.