Greg Bernhardt said:
Bush was elected because Al Gore and John Kerry where the other options. It's a lose lose either way, but admittedly Al and John are lesser evils.
Both were mediocre, but they were running against Bush.
In the Bush-Kerry election, the top four issues, in order, were moral values, the economy, terrorism, and Iraq. Bush and Kerry split the four categories. Among those whose top priority was moral values and terrorism, Bush won. Among those whose top priority was the economy and Iraq, Kerry won. The difference is that Bush received 80 and 86 percent among voters that considered moral values and terrorism the top priority. Kerry only received 82 and 74 percent in his two strong categories.
By attributes, 91% who considered religious faith a president's most important trait voted for Bush and 91% who considered intelligence a president's most important trait voted for Kerry. Unfortunately, more people consider religious faith important than intelligence (8% to 7%). That didn't really decide the election, though.
Among the four most important traits, Kerry won 95% of the largest group, "will bring change", but Bush won the next three most important traits: clear stand on issues, strong leader, honest and trustworthy.
The 'flip-flop' nickname and the Swift Boat Ads had a devastating effect on Kerry's image. Bush appeared natural and strong. Kerry appeared fake and weak.
Most white, married males over 30 voted for Bush while most people under 30 voted for Kerry. I think Abby Hoffman said something about that a long time ago, but people quit listening to him somewhere around the time he turned into a white, married male over 30.
http://www.multied.com/elections/2004/2004mainelec/exitpolls/Exit.html