A Cognitive Dissonance Theory of Support for Trump

I find Trump unqualified for any public office – much less the presidency. Consider his ‘speech’ on 29 October at his residence in Florida, replete with exaggerations and lies. To my surprise, many of his followers even dismiss him and his words, often claiming the ‘he didn’t mean that’. Why do they support him despite his words and deeds that are so manifestly not presidential! I have not been able to understand the support he generates from nearly half of the American public. It seemed inexplicable. But now I have a simple theory that might help explain this support.

I can only square this illogical support through the theory of cognitive dissonance. This psychological theory is well understood, and has probably been used to describe Trump’s support, but it only sunk in for me today.

Briefly, Trump has a list of objects of scorn which square with his voters. He detests (illegal) immigrants, open borders, the cost of living, inflation, Democrats, wars, and the like and in doing so, he reinforces the dislikes of his supporters. It is pure cognitive dissonance – you support the person who dislikes your enemies.

It not only explains why people like Trump, but also why it doesn’t work when politicians denigrate Trump. People already dislike or are ambivalent about him personally. They don’t care about him as a person, but they like what he says about others – they share his objects of scorn.

Is it that simple? If right, the Harris-Walz campaign should focus on the positions they support on the issues rather than condemn Trump – as that will be taken personally by his supporters. Maybe? Have I over-simplified cognitive dissonance theory? Are voters that easily manipulated? What is a stronger theory?