GAINESVILLE- Trust is something that is hard to come by.

 

A commonly heard phrase that UF researchers find is particularly applicable to negative political advertisements.

 

A study conducted by UF Law Professor, Stephen Craig, found that those that are more trusting of government are more likely to be swayed by negative ads.

 

Craig explains, “...in terms of accepting the message, processing the message, remembering the message and using the message as a basis for their vote.”
 

In a controlled study Craig exposed 278 undergrads to negative political ads before coming to his trusty conclusion.

Negative ads work so well is because they often go unanswered.
 

 

Political consultants and candidates used to believe that ignoring negative ads was the best defense, a belief that Craig suggests no longer holds true.
 

 

Unlike previous years he says negative ads are risky.