The Winner’s Decline: How Implicit Bivalence Elicited By Presidential Candidates Changed during the 2024 Election

We examined implicit bivalence toward Kamala Harris and Donald Trump during the 2024 Presidential Election. Using the evaluative priming task, both candidates facilitated positive and negative associations for participants (N = 715 pre-election; 527 post-election), moderated by one’s preferred candidate. We observed significant changes in implicit attitudes following the election.