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This paper draws upon data collected from an online voting experiment to test the implications of “going negative” in a multiparty election campaign. Specifically, we investigate two sets of questions: First, does the attention and vote share that candidates receive vary according to the tone (positive/negative) of their election campaign? Second, does the attention and vote share that candidates receive vary according to whether or not all candidates engage in similar (positive/negative) campaigns? While studies of “negative campaigning” have been prominent in the American context, our work builds upon this literature by using an experimental design to test for their effects in a multiparty setting. [ABSTRACT FROM PUBLISHER]