Glamour asked 1,400 women, "Why do you support one candidate over the other?" The magazine then created word clouds to highlight trends. “You can see it’s a close election and that negative ads are working—that’s why ‘Not Obama’ and ‘Not Romney’ are so big,” said Angelika Dimoka, director of the Center for Neural Decision Making at Temple's Fox School of Business. “But negative ads also suppress turnout. So it becomes a matter of whether you’re making people not vote for the other guy—or not vote at all.”