Negative advertising is frequent in electoral campaigns, despite its ambiguous effectiveness: Negativity may reduce voters' evaluation of the targeted politician but may have a backlash effect for the attacker. We study the effect of negative advertising in electoral races with more than two candidates with a large‐scale field experiment during an electoral campaign for mayor in Italy and a survey experiment in a fictitious mayoral campaign. In our field experiment, we find a strong, positive spillover effect on the third main candidate (neither the target nor the attacker). This effect is confirmed in our survey experiment, which creates a controlled environment with no ideological components or strategic voting. The negative ad has no impact on the targeted incumbent, has a sizable backlash effect on the attacker, and largely benefits the idle candidate. The attacker is perceived as less cooperative, less likely to lead a successful government, and more ideologically extreme.
For several years, and through different administrations, surveys have shown that self-identified liberals are more likely than self-identified conservatives to avoid interactions with and exposure to ideological disagreement. In this study, we demonstrate that this ideological asymmetry in outgroup avoidance can be partially explained by the well-established tendency of self-identified conservatives to hold moderate or liberal policy preferences. Using a nationally representative survey, we show that ideologically consistent conservatives look more like liberals (almost all of whom are ideologically consistent) in their tendency to engage in behaviors that promote ideologically homogeneous social networks. Inconsistent conservatives, on the other hand, are more likely to have ideologically heterogeneous social networks, making them less likely to clash with those on the other side and thus less likely to retreat from engagement, even if they hold conservative identities. This set of findings offers insight into the contours of polarization in contemporary America.
