The ‘No Hard Feelings’ Effect: Voters’ Resolution of Ambivalence to Make a Choice Between Candidates

This longitudinal study of presidential elections shows that voters resolve their ambivalence and polarize their attitudes toward the candidates as the deadline to vote becomes imminent. After the election, attitudes and ambivalence are found to exhibit a rebound pattern, the “no hard feelings effect,” but only toward the unchosen candidate.


Robert D. Jewell, Jennifer Wiggins Johnson, and Hyun Jung Lee (2012) ,"The ‘No Hard Feelings’ Effect: Voters’ Resolution of Ambivalence to Make a Choice Between Candidates", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 349-356.


Robert D. Jewell, Kent State University, USA
Jennifer Wiggins Johnson, Kent State University, USA
Hyun Jung Lee, Kent State University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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