Although she doesn't cite him, Emory political scientist Alan Abramowitz has been writing about "negative partisanship" for some time.
See UCLA political scientist Lynn Vavreck, at NYT, "American Anger: It’s Not the Economy. It’s the Other Party."
The theory certainly holds true in my case: I'm lukewarm toward the GOP, but I despise Democrats with a white-hot passion, lol.
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