ATTITUDES TOWARDS WINNER AND LOSER AFTER AN ELECTION
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.
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Document Type: Research Article
Publication date: 1975-01-01
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