I have no doubt that if a Bush supporter was asked who was better for the economy they would have said Bush and if a Kerry supporter was asked about moral issues they'd say Kerry was better. But jlou's question was what reason did people vote for Bush, and if a study showed people were answering "moral issues" more often than not then there you go. In my mind its simply the most obvious and easiest excuse to vote for Bush for those who only barely follow politics.