2 min
Why Negative Campaign Ads Work: David Schweidel on the Psychology Driving This Election Cycle
As the 2026 Senate races heat up, negative campaign ads are once again dominating the airwaves. David Schweidel, Professor of Marketing and the Roberto C. Goizueta Professor in Business Technology at Emory's Goizueta Business School, has researched political advertising for years and is currently tracking the 2026 Senate races. Asked why negative campaigns tend to outperform positive ones, Schweidel points to what sticks with voters: "It's those negative messages. It's those attack messages," often fear- or anger-based, that he says are "more arousing to us" and "tends to move the needle more so than positive advertising." Where an ad comes from matters too. Schweidel's research looks at whether messaging originates from the candidate directly or from third parties like PACs or political parties, and he's found that candidate-sourced messaging tends to be more believable, "coming from a human brand," in his words, rather than an unfamiliar political organization. His current research pushes this further, into how political advertising shapes what AI chatbots tell voters. Schweidel notes that where news coverage and social media once drove poll movement, more voters are now turning to AI chatbots for candidate information. Using Maine Senate candidate Graham Platner as an example, he explains that recent news coverage and online conversation about a candidate gets absorbed by these chatbots, ultimately shaping what's presented to a voter asking about that candidate. For campaigns and advertisers, Schweidel frames this as a new channel to understand, similar to how companies already monitor social media conversation, and predicts political campaigns will start actively tracking how their candidates are portrayed in AI responses, the same way many companies now treat AI presence the way they once treated search engine optimization: "What a lot of companies are trying to come up with now is what is the playbook to do the same thing for AI." Dr. Schweidel is an expert in marketing technology, AI, social media, political marketing, and customer analytics. He holds a PhD in Marketing from the Wharton School of the University of Pennsylvania and is the author of Social Media Intelligence and Profiting from the Data Economy. His research has appeared in the Journal of Marketing, Journal of Marketing Research, Marketing Science, and Management Science, and he has been recognized as a Marketing Science Institute Young Scholar and named to Poets & Quants' "Top 40 Under 40." Dr. Schweidel is available to discuss: Why are negative campaign ads more effective than positive ads? Why do negative emotions drive people to vote, donate, and campaign, more than positive emotions? The connection between AI and campaign ads How organizations make explicit decisions to exploit these trends Click on the connect button in his profile below.




