A well-supported theory from social psychology, called Terror Management Theory, explains why Trump’s fear mongering is doubly effective as a Communications Skill and tool.

The theory is based on the fact that humans have a unique awareness of their own mortality.

The inevitably of one’s death creates existential terror and anxiety that is always residing below the surface. In order to manage this terror, humans adopt cultural worldviews — like religions, political ideologies, and national identities — that act as a buffer by instilling life with meaning and value.

Terror Management Theory predicts that when people are reminded of their own mortality, which happens with fear mongering, they will more strongly defend those who share their worldviews and national or ethnic identity, and act out more aggressively towards those who do not.

Hundreds of studies have confirmed this hypothesis, and some have specifically shown that triggering thoughts of death tends to shift people towards the right.

Not only do death reminder increase nationalism, they influence actual voting habits in favor of more conservative presidential candidates. And more disturbingly, in a study with American students, scientists found that making mortality salient increased support for extreme military interventions by American forces that could kill thousands of civilians overseas. Interestingly, the effect was present only in conservatives, which can likely be attributed to their heightened fear response.

By constantly emphasizing existential threat, Trump creates a psychological condition that makes the brain respond positively rather than negatively to bigoted statements and divisive rhetoric.

Liberals and Independents who have been puzzled over why Trump hasn’t lost supporters after such highly offensive comments need look no further than Terror Management Theory.

Written by Dr. Bobby Azarian Ph.D. in Psychology Today