Speaking to the fear
The fear is palpable. The Obama supporters feel that a Romney presidency will completely erode our safety net, so that only the rich will survive. Women feel like any gains that they have eked out in society for the last few decades will be taken away completely. The Romney supporters think that we need to get someone in there who knows about business, or else our economy will collapse. They worry about the looming deficit and an oversized government, so they want Romney to make the tough decisions.