Why they drink his Kool-Aid

Donald Trump has managed to garner the support of millions of Americans despite an onslaught of evidence revealing the superficial, inconsistent and at times entirely fabricated dimensions of his stump speeches.

The question that comes to mind for many is what is the allure of Trump and how is it possible his supporters seem unwilling to carefully assess the credibility of his declarations. Despite the fact that Trump is on record making statements that are hateful, hurtful, devoid of serious thought, self-aggrandizing and preposterous, there are many who continue to drink the Kool-Aid.

In psychology, there is a construct called cognitive dissonance. Basically the idea goes that once people make up their minds about something, they become emotionally wedded to a person, idea or plan of action. Despite being confronted with evidence that contradicts a given thought or commitment, people tend to ignore the data at hand rather than modify or change their position.

Sometimes it feels good to give into or gratify an impulse. Why not order that dessert or buy that pricey new outfit or toy?

But when it comes to making big choices that could prove to be life altering, it is important that adults take a deep breath, ignore a momentary high or fascination and take a deeper look at what they are buying.

The election of a President is a serious matter that can impact the fate of all Americans. Such a choice reverberates throughout the world.

Impulse is easy and may lead to immediate gratification. Critical thinking is hard and may require putting aside a temporary high or the illusion of security in order to do what is right for one’s self and others.

Berrill is the executive director of the New York Center for Neuropsychology & Forensic Behavioral Science