負面政治廣告是選舉中常見策略，「2022 年新竹市長選舉」競爭激烈，民進黨候選人沈慧虹在 Facebook 上投放有關民眾黨候選人高虹安的負面政治廣告，而根據情緒智能理論（Affective Intelligence Theory），人們在處理政治資訊時有兩個情感系統：處置系統和監視系統，果人們面臨的情況與他們的目標不一致時，將通過識別應對的選擇和修改期望來評估這種情況。情緒智能理論研究了不同的情緒（如憤怒、熱情、恐懼）對候選人態度的作用，並探討情緒的改變。本研究欲探討在選舉中層出不窮的負面政治廣告，所造成的分立情緒，是否會產生「逆火效應」，並影響選民對候選人的態度。研究結果顯示，使用負面政治廣告的確會產生「逆火效應」，選民會對投放負面政治廣告的候選人產生反感，並轉而支持被攻擊的候選人。

 Negative political advertisements are a common strategy in elections. In the fiercely contested "2022 Hsinchu City mayoral election," Democratic Progressive Party’s (DPP) candidate Shen Hui-hung (沈慧虹) ran negative political ads on Facebook targeting Taiwan People’s Party (TPP) candidate Ann Kao (高虹安). According to the Affective Intelligence Theory, when processing political information, people have two emotional systems: the dispositional system and the surveillance system. When the situation they face is inconsistent with their goals, they evaluate the situation by identifying appropriate responses and modifying expectations. The Affective Intelligence Theory explores the impact of different emotions, such as anger, enthusiasm, and fear, on attitudes towards candidates and investigates emotional changes. This study aims to investigate whether the proliferation of negative political advertisements in elections leads to a "backfire effect" and affects voters' attitudes towards candidates. The research findings indicate that the use of negative political advertisements indeed generates a "backfire effect." Voters develop aversion towards candidates who run such ads and instead support the targeted candidates who are attacked.