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ATTITUDES TOWARDS WINNER AND LOSER AFTER AN ELECTION

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Abstract:

A study of the 1968 election and a role play experiment suggested that candidates are viewed more favorably after an election, regardless of whether they have won or lost. The loser is apparently not derogated as a result of having lost. Further, men and women seem to differ in the kind of winner they prefer, with men becoming more favorable toward a candidate who has won by a narrow margin and women becoming more favorable toward a candidate who has won by a large margin.

Document Type: Research Article

DOI: http://dx.doi.org/10.2224/sbp.1975.3.1.45

Publication date: January 1, 1975

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sbp/sbp/1975/00000003/00000001/art00007
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