Why 2016 Will Be a Very Nasty Campaign

Joe Trippi: “Both parties’ frontrunners, Donald Trump and Hillary Clinton, sport upside down favorable ratings, meaning both have over 50 percent of the electorate rating them unfavorably. None of those likely to challenge their frontrunner status are rated favorably by a majority of Americans. This fact alone means a highly negative campaign.”

“But since the 1980s campaign staffs and consultants have known something about us. We are less interested in positive information about candidates and have a harder time recalling or retaining positive information about candidates. On the other hand, we pay attention to negative information and not only have an easier time retaining it but we are more likely to spread negative impressions of a candidate. Negative ads are run by campaigns because they work.”