Aside from getting votes, he’s a great candidate.
More evidence of voters’ coolness toward Romney came in a recent Public Policy study, which took snapshots from 13 states both early and late in 2011. In all 13 states, he became less popular as the year progressed. Even more telling were Romney’s negatives—which increased in tandem with his name recognition. As Romney began campaigning more actively, voters became less favorably disposed toward him.
None of this is meant as a judgment on Romney’s worthiness as a candidate or accomplishments as a governor. But it is worth understanding that if elections are markets and candidates products, then Mitt Romney’s problems this time around aren’t some great mystery.
It’s just that no matter where he’s run, whether in primaries or statewide elections, he’s never sold particularly well.