Everyone is asking the same question: how did we get here? And the bad news — which is old news — is that negative advertising works.
But why does it work? Everyone hates it, everyone complains about it, everyone laments the decline of civility, the widening of the political divide, and the incurable blight of ideological gridlock. So why do we continue to respond to the very thing we can’t stand in a way that makes it keep getting worse?
A new study may offer a glimmer of explanation.