Byron Tau for the WSJ:

But his rhetoric could also have the impact of hurting his own campaign, according to some of the latest research into the topic.

In one experiment conducted by Adam Seth Levine of Cornell University and Robyn L. Stiles of Louisiana State University’s Manship School of Mass Communication, different groups of voters were given different messages in an online ad touting voter registration — including “Registering is quick, easy, & free,” “Wealthy buying elections,” or “The system is rigged.”

Researchers found that the negative messages like “Wealthy buying elections” and “The system is rigged” were less effective in generating clicks than a more positive message like “registering is quick, easy, and free.”

This is also why in recent days we have seen the Clinton team pivoting to a message that voting is easy from one talking about Republicans trying to make it more difficult to vote.