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.