Just ignore or counterattack? On the effects of different strategies for dealing with political attacks

During political races, candidates have to decide how to deal with the negative remarks from opposing candidates: just ignore or counterattack? In two studies, we investigated some of the consequences of this choice. In Study 1, participants were presented with a political candidate who systematically attacked his opponent and with the reactions of the attacked candidate: across conditions, the attacked candidate only focused on his political program or counterattacked. Results showed an overt condemnation of the choice to counterattack but a higher spontaneous conformity toward the candidate who counterattacked. Study 2 replicated and extended these results indicating that the gender of the attacked candidate did not affect the results. Moreover, Study 2 showed that conformity toward the attacked candidate was positively related to the predicted chances of winning the election. Results are discussed in relation to their theoretical and applied implications. Copyright © 2012 John Wiley & Sons, Ltd.