From what I have read, a majority of decision making is based on emotion. Fear is a big one as well as what car to buy. Logic and science be damned, emotion holds the strong suit. If you ever watch The Daily Show, where there is a political gathering and they send an “interviewer’ out, he often will gently show them their contradictory thinking/allegiance, which they either rationalize, ignore or laugh off.

And they will latch on because it usually validates a pre-existing belief - which may have been previously planted by some form of media