According to Holian and Prysby, voters base their characteristics on four personality traits as being most relevant to presidential candidates. These include leadership, competence, integrity and empathy (2012). Obama's strengths were integrity and empathy. Taking the time to personalize messages to individuals and groups showed that Obama had everyone's best interests at heart and demonstrated empathy. While Romney's strength was his leadership, like many Republicans. However, Obama matched Romney in terms of leadership, 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 Romney over in terms of 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 his scores on