A Pew study on voter preferences last week reported findings that highlight the discord in the election cycle, saying that the main factor in choosing a candidate was a dislike for their opponent.

According to the study, 33 percent of Trump supporters and 32 percent of Clinton voters attributed their choice in candidate to an opposition for the other candidate, winning out over all other attributes, like “political outsider” status, policy position, experience and temperament. The margin of error was plus or minus 2.4 percentage points.

Both campaigns have contributed to and been influenced by this trend, increasingly dedicating their rallies to criticizing each other.

Trump’s comments in New Hampshire today followed the trend, bashing Clinton at almost every juncture. He referenced Clinton’s and Bernie Sanders’ rally in the state the previous day, claiming that not many people attended “because they don’t like Hillary and Bernie sold out to the devil.”