First, I'm no politico. I consider myself pretty damn smart, but I'm not usually interested in this. This year, I seem to be, dunno why. I have no real party affiliation, no position to advocate. I think I'm a social moderate, fiscal conservative. Pro abortion, anti big government. I think I have no party. Since I'm not sure, I suppose I'm a swing voter. I used to be a Republican, I've moved, but have not decided how far. Peoplel tend to admire and support presidents based on their positions on important issues, as well as harder to measure factors like integrity, honesty, respect for the office. The decision is far more clear cut when you choose based on positions. Generally, you know where presidents stand on abortion, affirmative action, all the divisive issues. I guess these are the non swing voters. But it's harder when you try to measure a person's integrity, etc. As I think about things this year, I think what has become mroe important to me than anything (and it tends to cover all the hard to measure factors) is whether the candidate has a record of acting for political gain/opportunism, as opposed to following his own convictions/beliefs/positions because he believes they are right for the country. Even where I disagree with a major position taken by a candidate, I respect the candidate far more if I believe that he is taking that position for the right reasons. This is where the flip-flopping comes in.
Since television caught on, we've only gotten the baldies when they've been VP and succeeded a dead or resigned President (though LBJ was able to win on his own in '64, but I blame that on Goldwater's nerd glasses).
