Reports & Research

‘Moral values’ voters in the 2004 presidential election

Report Type: 
Report
Date: 
November 08, 2004

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.