Electric Potential (V)

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Same reason why gravitational potential decreases as you climb down a cliff. The potential energy is being converted to another form of energy (kinetic).
 
Electric potential (V) is the difference in electric potential energy (Joules) between two points. So if a charge is moving in the direction of the field, the electric potential energy is decreasing, which decreases the electric potential. Maybe this video can help explain:
 
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