Why candidates use negative campaign?

Candidates use negative campaigning to undermine their opponents and sway public perception in their favor. By highlighting their opponent's flaws, scandals, or policy failures, they aim to create doubt and fear among voters, making themselves appear as the more trustworthy or competent choice. Negative campaigns can also energize their base by reinforcing existing negative sentiments about opponents, ultimately driving voter turnout. However, this approach can backfire if perceived as overly aggressive or untruthful, potentially alienating undecided voters.