Why negative campaigning works — and how to fight it
www.universityofcalifornia.edu/news/why-negative-campaigning-works-and-how-fight-it
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negativity seeps in
Because our brains respond to it
more likely to respond favorably,
because the information about it has been framed in terms of success.
if you start out thinking favorably about the policy, but are reminded of its downsides, your positive perception will be swept away and a negative one will take its place.
our brains are hard-wired to seek out and remember negative information
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