Almost nine in ten supporters of Donald Trump believe America’s values, traditions, and future prosperity are in danger—a concern felt by only half as many Kamala Harris supporters. This insight comes from a Cambridge University poll, conducted with YouGov before the U.S. election, that sheds light on the political psychology of Trump’s base.
The survey found that 89% of Trump voters agreed with the statement, “American values and beliefs are being undermined, and cherished traditions are under threat,” compared to just 45% of Harris supporters. Concerns about the economy were also starkly divided, with 87% of Trump voters seeing future prosperity as insecure, compared to 39% of Harris voters.
Different values
Trump’s supporters showed higher scores on psychological traits like authoritarianism, a preference for enforcing norms and authority, and Social Dominance Orientation (SDO), which favors hierarchy and sees society as competitive. According to the researchers, Trump appeals not just through his policies, but by tapping into values and threats felt keenly by his base. This could explain why comments by Democratic leaders—from Clinton’s “basket of deplorables” to Biden’s “garbage” remark—have been seen as attacks on Trump voters’ worldview.
These results are consistent with research by Dr. Karen Stenner, who describes perceived threats as activating an “authoritarian dynamic.” In times of social upheaval, people with high authoritarian traits seek a strong leader to uphold group norms. This may explain why Trump’s “Make America Great Again” slogan resonates with his supporters: 97% agreed with it, compared to just 42% of Harris supporters. The researchers noted that this slogan’s appeal lies in its call to restore status for those with high SDO scores, while also uniting those who value conformity and stability.
Interestingly, while the MAGA slogan was divisive, Harris’ “more in common” statement was widely popular, resonating with both Trump and Harris voters. Similarly, the call to “put country over party,” voiced by Republican Arnold Schwarzenegger, found support among 89% of both groups. These slogans appealed to values of unity and loyalty, traits valued across both sides of the political spectrum.
The researchers conclude that modern political divides often transcend simple left-right labels. To understand today’s voter dynamics, it’s essential to grasp why certain groups feel threatened, and to find ways of addressing these fears that resonate broadly.
