Once upon a time in the USA, great thinkers walked among us. One of those thinkers was Edward Kellog Strong, Jr. (August 18, 1884 – December 4, 1963), an Emeritus Professor of Applied Psychology at Stanford University, who specialized in organizational psychology and career theory and development. Some know Strong by his work Strong Interest Inventory, an inventory which matches an individual with a career based on their interests and perceived abilities.
In 1925, Strong had a work published titled The Psychology of Selling and Advertising. In the work, Strong discussed sentiment, which Strong defined as a system of ideas emotionally toned. And while that definition is not clear, in his work, Strong illustrated well what he meant.
Two passages in Strong's work reveal the genius secret to Trump's successes during the 2016 race for the presidency.
Here, Strong explains how a politician must leverage sentiment to take away support from a liked candidate:
And here, Strong explains why:
It should be clear that Trump knows about persuasion better than the professional politicians and all of their professional political consultants. Trump has ridiculed his opponents precisely to detach good feelings and beliefs about the other candidates.
Trump did so with Low Energy Jeb and Lyin' Ted. And Trump will do so with Hillary Clinton.