Almost nine out of ten voters who supported Donald Trump for US President believe that America’s values, traditions and future economic prosperity are under threat – double the number of Kamala Harris supporters. Trump supporters are significantly more likely to believe that American values, traditions, and economic stability are under threat. This is according to recent research from Cambridge University’s Political Psychology lab. This belief contrasts with those who backed Kamala Harris.
The study was conducted in collaboration with YouGov. It polled US voters shortly before the election. The results revealed stark differences in how Trump and Harris supporters view the future of the country. 89% of Trump voters agreed that American values and beliefs were under siege. In comparison, only 45% of Harris voters felt the same. A significant 87% of Trump voters viewed the nation’s job security as endangered. In contrast, only 39% of Harris supporters shared this concern regarding prosperity.
POWER OF PERCEIVED THREAT: WHAT DRIVES VOTERS’ FEARS?
Dr. Lee de-Wit, who leads Cambridge’s Political Psychology lab, pointed out that much of the media attention surrounding Trump has focused on his rhetoric. Attention has also focused on the truthfulness of his statements. Still, the study suggests that Trump’s appeal stems not only from his words. It also stems from how he resonates with the deep-seated fears of his base.
“We found that part of Trump’s appeal lies in the values he communicates,” Dr. de-Wit explained. “His response to the perceived threat that many voters feel is something that resonates deeply with his supporters.”
This sense of threat is not only about specific issues. It is also about the broader cultural and economic shifts happening in the country. Trump voters score higher on psychological measures of authoritarianism. They often have a Social Dominance Orientation (SDO). They view the world through a lens of in-group loyalty and hierarchy.
PSYCHOLOGICAL PROFILE OF TRUMP VOTERS
The study included psychological tests measuring authoritarian tendencies and Social Dominance Orientation (SDO)—a preference for social hierarchies. These tests revealed that Trump supporters scored higher than Harris supporters on both scales. This indicates a greater concern with enforcing social norms. It also shows a tendency towards maintaining hierarchical structures.
“People high in authoritarianism are primarily focused on preserving in-group norms and respecting authority,” said Dr. de-Wit. “Those with high SDO are particularly sensitive to their group’s position within the social and economic hierarchy.”
These psychological traits help explain why phrases like “Make America Great Again” resonate so strongly with Trump voters. For many, it reflects a loss of status. It also shows a desire to return to a time when their group was more dominant socially and economically.
APPEAL OF MAGA: A CALL FOR REASSERTION OF POWER
The study’s findings suggest that Trump’s campaign slogan, “Make America Great Again” (MAGA), taps into a perceived loss of status. For Trump voters, this slogan offers a sense of restoration and a call for a stronger in-group identity. An overwhelming 97% of Trump voters agreed that Americans should make the country great again. In contrast, only 42% of Harris voters shared this opinion.
Dr. de-Wit explained that the slogan appeals not just to economic concerns, but to the psychological need for social dominance. “The MAGA slogan speaks to those high in SDO. It signals a desire to reclaim lost status. For those high in authoritarianism, it offers the promise of stronger leadership and conformity.”
THE DIVISIVE NATURE OF POLITICAL MESSAGING
Trump’s MAGA slogan divides the electorate. Nevertheless, other political statements have garnered widespread support. They appeal to both Trump and Harris voter bases. The Democrat slogan that “Americans have more in common than what separates us” received approval from many. It was approved by 80% of Trump voters. Additionally, 86% of Harris voters approved it.
This broader appeal suggests that messages of unity resonate strongly with both sides of the political divide. According to Dr. de-Wit, the popular response to unity-focused slogans underscores the importance of effective communication. Understanding how to communicate can bridge the divide.
“Democrats need to learn how to speak to the real or perceived threats that voters face,” he noted. “The ‘more in common’ message was clearly popular. But, it may need to be accompanied by a deeper understanding of the fears that drive people’s political choices.”
IMPORTANCE OF UNITY AND LOYALTY
The study also highlighted a unifying theme among both parties—loyalty to the nation. The slogan “Americans should put country over party” was used by some Republicans to explain their support for Democratic candidates. It received overwhelming support across the board. 89% of both Trump and Harris voters agreed with it.
This message of national loyalty transcends party lines. It points to a common thread in American political discourse. Voters want to believe that the nation comes before partisan politics. Both authoritarian-minded individuals and those valuing social hierarchy find loyalty to the larger in-group compelling. It strongly influences their support for a political candidate.
BRIDGING THE GAP: A NEED FOR DEEPER UNDERSTANDING
The research conducted by Cambridge and YouGov points to a crucial factor in modern politics: the need for a deeper understanding of the psychological drivers behind voter behavior. Dr. de-Wit emphasized that we need to understand why some voters feel so threatened by societal changes. This understanding can offer valuable insights into how to address these fears in future campaigns.
“From Brexit to Trump, we see that traditional political labels are no longer adequate to explain voter behavior,” said Dr. de-Wit. “To understand modern politics, we need to look beyond left and right. We must consider the deeper psychological motivations that shape people’s votes.”