Summary of Findings: Voters Liked Campaign 2004, But Too Much 'Mud-Slinging'

A factor, but an ambiguous, not-so-dominant one:

Summary of Findings: Voters Liked Campaign 2004, But Too Much 'Mud-Slinging': "The survey findings parallel exit poll results showing that moral values is a top-tier issue for voters. But the relative importance of moral values depends greatly on how the question is framed. The post-election survey finds that, when moral values is pitted against issues like Iraq and terrorism, a plurality (27%) cites moral values as most important to their vote. But when a separate group of voters was asked to name ­ in their own words ­ the most important factor in their vote, significantly fewer (14%) mentioned moral values. Regardless of how the question is asked, the survey shows that moral values is the most frequently cited issue for Bush voters, but is seldom mentioned by Kerry voters.

In addition, those who cite moral values as a major factor offer varying interpretations of the concept. More than four-in-ten (44%) of those who chose moral values as the most important factor in their vote from the list of issues say the term relates to specific concerns over social issues, such as abortion and gay marriage. However, others did not cite specific policy issues, and instead pointed to factors like the candidates' personal qualities or made general allusions to religion and values.
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