People choose the issues that are most important to them (could be one or two or twenty or thirty) and try to find a match within the parties (including those that are not Republican or Democrat).
Each party has segments with a variety of vastly different beliefs (look at the Log Cabin Republicans as an example) from what most consider the "core" of the party. IMO the other parties in our system revolve around just one or two primary issues and don't really have a broad appeal.
There are also plenty of people who don't prescribe to "party" politics at all and act as true independents. They can sway from one to another based on the strength of the candidate and/or platform of the moment.
In essence, there is no "right" answer. And there's absolutely no reason to feel that you must choose just one. I am most closely aligned with Republicans in the majority of my beliefs but will certainly go outside party lines if I feel it's best for the country, state, or local election I'm voting in.
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Strive to be more curious than ignorant.
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