This paper studies the tendency to use negative ads. For this purpose we focus on an interesting industry (political campaigns) and an intriguing empirical regularity (the tendency to “go negative” is higher in close races). We present a model of electoral competition in which ads inform...

Brands and word-of-mouth (WOM) are cornerstones of marketing, yet, their relationship was largely ignored. In order to explore this relationship we present a theoretical framework whose fundamentals are consumers and what stimulates them to engage in WOM. It argues that consumers spread the word...

This paper studies the tendency to use negative ads. For this purpose, we focus on an interesting industry (political campaigns) and an intriguing empirical regularity (the tendency to "go negative" is higher in close races). We present a model of electoral competition in which ads inform voters...