Previous research suggests the effects of negative campaigning are highly conditional on country context and the specific messages that are used. In this paper, we present an experiment on negative campaigning in an unexamined context in which existing studies could point to differing outcomes. We examine the effect of attacks placed in campaign leaflets on a candidate’s personal traits and policy positions in Great Britain. Unlike prior studies, our treatments are contrast ads and not purely negative ads. While the inclusion of positive messaging from the sponsor could increase voters’ parasocial relationship with the candidate, shielding them from backlash, the results from our experiment suggest that British voters view attacks on personal traits as too negative and lower their evaluation of the sponsor as a result.

This article assesses whether messages that are framed to denigrate a politician or political entity in the eyes of a particular group – defined here as negative targeted messages – decreases Blacks' enthusiasm to vote. It also explores why such messages are effective at demobilizing Black voters. Using a survey experiment implemented on a nationally representative sample, the authors find that Blacks are less enthusiastic about voting when presented with evidence of racism within their preferred political party. Whites and Latinxs do not respond similarly to the same stimulus. The findings also demonstrate evidence that the effectiveness of negative targeted messages towards Blacks is driven by the treatment's ability to alter perceptions of party empathy. Overall, the results suggest that targeted negative messages can be effective at depressing Black turnout. However, parties may be able to counter this negative messaging with evidence of outreach to minority communities to demonstrate a greater sense of empathy.