Bad characters or just more polarization? The rise of extremely negative feelings for presidential candidates

What explains the recent rise in extremely negative feelings towards presidential candidates? Using the American National Election Studies survey data from 1984 to 2016, we show that negative feelings towards presidential candidates have grown steadily in recent elections, with unusually large numbers of zero ratings on candidate thermometers in 2004, 2012, and, especially, 2016. Such evaluations are primarily reserved for candidates of the other party and shown to be strongly related to partisan polarization. Importantly, however, candidate traits have long played and continue to play major roles in candidate evaluations, though their effects vary by year. Indeed, the unprecedented number of the most negative scores in 2016 appears due more to increases in negative perceptions of candidate leadership, competence and empathy than to polarization. Clinton and Trump are just as much to blame for the public's animosity as the rising tide of polarization.