Nov 27, 2017
Michelle Niedziela, PhD Scientific Director and Glenn Kessler, President HCD Research put a scientific eye to measuring the real impact of negative political ads. Using traditional message testing and applied neuroscience tools, they are able to identify those voters most likely to have an authentic emotional reaction to a negative or contrast ad and those likely to not pay any attention at all or be influenced in an unintended way. While negative ads are usually quickly forgotten, the Swift Boat ad against John Kerry remains a prime example of a negative ad that hit a responsive chord.
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