How do you explain this phenomenon?

In this forum, we will discuss Liberalism and Conservatism in America.
There is some recent quantitative and qualitative research in a book titled Ideology in America, by Ellis and Stimson that suggests the following: Americans are confused and conflicted when it comes to ideology. On the one hand, Americans seem to identify with conservative principles and conservative rhetoric. They seem to celebrate the language of conservatism, rugged individualism, self reliance, independence, and personal responsibility. On the other hand, these same people want their share of the goods and services and public programs offered to them by government. In other words, Americans talk the talk, but prefer not to walk the walk. They want programs and personal benefits from government, but in their rhetoric and in verbal expression, they hold disdain for those they might label as “takers.”
How do you explain this phenomenon? Where do you fit into the conversation?