When:
Lookups spiked on January 10, 2012.
Why:
Ambivalence - which refers to very different feelings (such as love and hate) about someone or something at the same time - was widely used to describe the Republican reaction to Mitt Romney's victories in New Hampshire and Iowa.
For example:
"Romney is marching toward the Republican presidential nomination despite doubts and ambivalence from much of the GOP's conservative base." - Adam C. Smith, Tampa Bay Times, January 9, 2012.
Ambivalence came from a German term that was coined by the new field of psychology in the early 1900s. It combines the Latin words ambi ("both") and valence ("strength").
Photo credit: Gage Skidmore / flickr
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Merriam-Webster unabridged