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One stream of my research is about negative advertising in political campaigns. One of the effects is people have tendency to remember bad things more than they remember good experiences so there in an episodic kind of memory but theres other effects related to attention and related to what we wait when were evaluating an object or a candidate. Do we wait the negative things more than the positive things and actually that study was the foundation and our thinking about one of the papers that I wrote on candidate behavior. What wed study there was a particular election result which is close elections, the ones that are most competitive are actually more negative than the ones that are less competitive and one of things we discovered is that two important things are moving around when you have close elections. The first thing is the amount of knowledge voters gain about candidates is actually much larger. The second thing is theres a lot more spending on advertising in these election