Nathan Oman, a professor at William & Mary Law School in Virginia and a Mormon who grew up in Salt Lake, said voters will be more focused on economics than social issues in the 2012 race.
"He's much more compelling as a pro-business, fiscally responsible guy than a cultural warrior," Oman said. "It's just a different political environment."
Romney's choice of New Hampshire as the location for his video appears to reflect another shift from his past campaign that emphasized Iowa, traditionally the first test for presidential candidates.
After losing Iowa to Baptist preacher and former Arkansas Gov. Mike Huckabee in 2008 despite a big investment of time and money, Romney seems to be setting his sights this time on an early victory in New Hampshire instead.
"Here in Iowa, it seems like he's less interested," said Tim Hagle, a political science professor at the University of Iowa. "It may be that Gov. Romney really doesn't see he's going to win over some of the social conservatives."
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