Examining Citizens’ Impressions of Negativity During U.S. Senate Campaigns
Chapter 6 presents the results of a national survey experiment conducted during the 2014 senatorial elections that validates central elements of the tolerance and tactics theory of negativity. First, people with low levels of tolerance for negativity are more likely to see incivility in negative messages and view negative messages as less usefulcompared to citizens who tolerate negative campaigning more easily. Second, the importance of tolerance for negativity holds up, even when controlling for important political predispositions, such as party attachment and attitudes about the issues. These findings demonstrate that tolerance for negativity is different from people’s partisan and policy profile. Third, the importance of tolerance for negativity is critical during the throes of the campaign as well as after the campaign has ended and all votes are tallied. These results indicate that tolerance for negativity is not a transient phenomenon active only during electoral campaigns.