Supporting Trump is like playing the lottery. You know how when you buy a lottery ticket you feel elated because you think you might win? When you decide to support Trump you feel he's going to do something good for your group, and this causes elation. Conservatives seem to base their beliefs on the emotional arousal those beliefs create rather than evidence. Trump does a lot of emotionally arousing things with his breaking taboos and his rudeness. Religious beliefs and conspiracy theories are like this too, in that it is not the evidence that convinces but the emotional high. This provides direction in how to work against Trump. There are plenty of other things to believe in besides Trump that will provide the emotional arousal we all seek.