Much of the conservative agenda consists of positions which poll in the 30-40% range but the groups of people backing those positions are extremely motivated, so you get entire media operations (not just Fox News) devoted to pushing the most popular points trying to get people to vote for the entire ticket. Crime is really popular there because it gets people scared, and scared people don’t think long-term: maybe you don’t really hate gay people, think abortion should be up to doctors, feel that we should do something about climate change, think rich people should pay taxes at the same rate you do, etc. – those are all positions a majority of Americans take – but none of those are really affecting you personally right now, whereas you keep hearing about these carjackings and other violent crimes which could, so you vote for the guy who will definitely go against all of those other long-term things because he’s promising to do something about the immediate scary thing.