According to Holian and Prysby, voters base characteristics on four personality traits as most relevant to presidential candidates. These include leadership, competence, integrity and empathy (2012). Obama's strengths were integrity and empathy. Taking the time to tailor messages to individuals and groups demonstrated that Obama had the best interests of every person who shows empathy at heart. While Romney's strength was leadership, like many Republicans. However, Obama matched Romney in leadership traits, which is difficult for a Democrat to do. Romney's weaknesses were honesty and empathy. Romney saw everyone as a whole and told people what he thought people wanted to hear. Obama won over Romney in characteristics because, as a strategy, he made Romney's character appear negative. This gave Obama a positive look in the eyes of the country and settled scores in the industry