Barry Goldwater ran a radical 1964 presidential campaign based on his conservative principles outlined in his 1960 book "Conscience of a Conservative", including constitutionalism, states' rights, civil rights, agriculture, free labor, taxes, welfare state, and education. Goldwater's "choice, not an echo" campaign appealed only to right-wing voters and the conservative movement rather than moderates or the Republican Party as a whole, which contributed to his landslide loss to incumbent President Lyndon B. Johnson.