Why does mudslinging work in elections?

Mudslinging works in elections because it effectively taps into voters' emotions, fostering distrust and negative perceptions of opponents. This strategy can overshadow substantive policy discussions, as sensational claims capture media attention and public interest. Additionally, it can polarize the electorate, solidifying support among a candidate's base by framing the opposing candidate as untrustworthy or dangerous. Ultimately, the emotional impact of mudslinging can influence voter behavior and sway election outcomes.