Date
November 9, 2004
Short Description
During the 2004 campaign season, Republicans energized and mobilized their core constituency by emphasizing “moral values” in their messages.
Summary
The use of “moral values” was more likely to reinforce pre-existing preferences among the Republican base and to activate others who already leaned toward the Republican Party than it was to convert Democrats.
- Among self-identified Democrats, only 10 percent cited “moral values” as the basis of their choice for president;
- Among self-identified Republicans, 35 percent cited “moral values” as the basis of their choice for president.
Report Type
Report
Link to report
downloads/reports/reports/MoralValues2004Analysis.pdf