The pull that emotions have over human psychology, and our behavior is profound, and I don't think we realize or acknowledge it enough. With Trump, it's such an emotional, communal thing that fills some void they have. He is the answer to their life of endless grievances and bitterness. Okay, I exaggerate a bit, but for some I think it's the truth. 

Also, I've heard it said that you cannot reason someone out of something that they didn't use reason to get into. I'm not sure if that's necessarily true but it's worth thinking about.

Peter T.