Is It Ever Good to Be Bad?
If you were to ask Miley Cyrus the question in this headline, the answer would be “Oh, yeah.” But if you look at album sales for her chronological counterpart, Taylor Swift, compared to Miley’s since she went “twerking,” the answer is clearly “no.” It took a year for Miley’s most recent album, “Bangerz,” to reach 1 million in sales, and Taylor Swift’s most recent one, “1989,” hit 1.2 million in just one week. That was Taylor’s third album to sell 1 million copies within a week.
So if positive personas, values and public behavior sell more records, why do the politicians keep upping the volume and intensity of negative campaign ads?
According to Wesleyan Media Project research from 2013, presidential campaign ads hit a record new high in 2012 for volume and for negativity. Interesting, given that further research by Dowling, Conor M.; Wichowsky, Amber, as printed in the American Journal of Political Science in 2015, shows that voters actually punish politicians for negative ads.
But do we really punish negative advertisers? Consciously, it’s fair to say that most people claim to reject negative ads, maintaining that we are not swayed by mudslinging personal attacks and we make choices at a higher intellectual level. Yet, unconsciously, those negative messages, repeated over and over and over, get into our heads and linger longer than we might know. Because 90 percent of our thought is unconscious, according to Gerald Zaltman, a Harvard Business School neuromarketing pioneer and author of “How Customers Think,” those lingering, and likely dormant thoughts might, have a different response to negative ads than the leftover 10 percent that guide what rolls off of our tongues.
Ruthann Lariscy, professor emeritus at the University of Georgia who focuses on studying political advertising, suggests those negative thoughts do linger in our minds and have a lot more influence on Election Day than we want to admit, to ourselves and especially to anyone else. As Lariscy, points out in a recent article she wrote featured on CNN.com, we process negative information a bit more to help us better understand the implications of the message and that longer contemplation time enables it to register deeper into our psyches. Thoughts that linger longer, even passively, often resurface at later times to influence our behavior, says Lariscy, who refers to this process as the “sleeper effect.” Per her article, we tend forget the negative things one politician says about another and move on. But come Election Day, when we are standing in the election booth with ballot in-hand, something triggers that negative energy associated with claims made in the past and, in a lot of cases, that is when we punish politicians by voting against that bad memory, even if we don’t recall all the details or the source.
Related story: Donald Trump Is Getting It Right by Doing It All Wrong
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.