I have found this presidential election enlightening for the motives I found among the partisans for each of the main candidates. They had very little to do with policy or promises. They had everything to do with how the candidate projected strength or resolve.
Now clearly people are going to differ in what they think will reflect badly on themselves. Some want the candidate to be cultured and refined, never vulgar or uncouth. They also want him to be tall, attractive, witty, and well-spoken. In their social class that is what matters to having prestige. Such persons like soaring rhetoric that makes them feel exalted, as long as it doesn't ask them to sacrifice anything important to them, such as the lives of people they don't know.
Others want the candidate to project strength or “toughness”. Never mind if the exercise of it may be misdirected. If one wants the candidate to be tough in some ways, it may not matter if that toughness strikes at the wrong things (as long as it is not oneself). Such tastes tend to be for force and the willingness to use it, and often reflect a sense of personal or physical inadequacy.