| Abstract: | A poorly devised exit poll question undermined meaningful analysisof voters’ concerns in the 2004 presidential election.Twenty-two percent of voters picked "moral values" from a listof "issues" describing what mattered most in their vote, morethan selected any other item. Various commentators have misinterpretedthis single data point to conclude that moral values are anascendant political issue and to credit conservative Christiangroups with turning George W. Bush’s popular vote defeatin 2000 into his three million–vote margin of victoryin 2004. We suggest, rather, that while morals and values arecritical in informing political judgments, they represent personalcharacteristics and ill-defined policy preferences far morethan any discrete political issue. First by conflating moralsand values and then by further conflating characteristics andissues, the exit poll’s "issues" list distorted our understandingof the 2004 election. In this article, we examine the flawsin the 2004 National Election Pool exit poll’s "most importantissue" question and explore the presumed rising electoral importanceof moral values and the conservative Christians who overwhelminglyselected this item. Using national exit poll data from 1980through 2004 and other national surveys, we find that the moralvalues item on the issues list cannot properly be viewed asa discrete issue or set of closely related issues; that itsimportance to voters has not grown over time; and that whencontrolled for other variables, it ranks low on the issues listin predicting 2004 vote choices. The aggregated exit poll dataalso show that the voting behavior of conservative Christiansis relatively stable over time, and these voters were not primarilyresponsible for Bush’s improvement in 2004 over 2000. |
