There was a good article on Friday that showed that Romney got more Conservative votes than Bush. It is the White “swing or moderate” voters who vote for the real thing that did not play out for Romney - those who when they see a Republic Liberal and a Democrat Liberal vote for the “real thing” every time.
Sometimes those "swing" votes are social conservatives who don't like big business CEO's that 'don't understand them'" My cousin was one of them. He's pro-gun and pro-life and voted Obama. He would have voted for Santorum and did so in the primary. Romney wasn't reliable on his social issues, so he voted his union card.