Positive vs Negative Campaigning
The Experiment
Initial Survey (April 2011)
Randomization (mid April 2011)
Group A: Positive Campaign
Group B: Negative Campaign
Group C: No Information
First Treatment (April 26/27 2011)
Candidate’s Personal Profiles (same to groups A and B)
Electoral Program (same to groups A and B)
Electoral Ads:
-Positive video to group A
-Negative video to group B
-No video to group C
Second Treatment (Early May 2011)
“Open Letter” to the city of Milan
-Positive message to group A
-Negative message to group B
-No letter to group C
Electoral Ads:
-Positive video to group A
-Negative video to group B
-No video to group C
Post Electoral Survey