ABSTRACT

People are typically uncomfortable with the complexity of social reality. In order to make sense of the multifaceted aspects of society, they use a method of “mini-max”: using minimal effort for maximum effect. People prefer simple, lucid stories about society and the world in which they live, opting for easy-to-understand descriptions of the nation and the problems facing it. Trump helps to simplify how his supporters perceive social reality by employing several mechanisms, including stereotyping and cognitive dissonance, reducing uncertainty and ambiguity, addressing ambivalence, and confirming their biases.