Trump supporters latch on to his narcissism

I’m not much of a psychologist. Although like so many others, I did take courses in college that gave me a general background in the science of psychology. I gained a perspective as to why we think as we do, as well as how we learn and are affected by what we see, hear and are exposed to in our own environments.

I particularly enjoyed a course called Applied Psychology. The professor was a renowned expert on advertising and marketing. I discovered that advertising is a lot more than building an awareness of a name and offering. I also learned that marketing is an ongoing process that, when successful, instills an unshakeable image.

Donald Trump is one such example of a successful marketing process. The target audience has been that portion of the Republican Party that is hungry for a leader that thrives on controversy and sticking it to the establishment. Trump rides those issues near and dear to this group and has painted himself as a god-king, much in the image of other fascist leaders. Some right wingers have even come to believe Trump is the new coming of Jesus.

When the history of the Trump era is written, the Jan. 6 insurrection will be recorded as the culmination of this marketing program. The country witnessed the result of a five-year process that turned free elections into a reality show and unleashed an unhinged megalomanic as commander-in-chief. Trump amassed so much power through his lies and fear-mongering that he was able to provoke an insurrection that has left our democracy dangling by a thread.

Fortunately, not everyone has been susceptible to Trump marketing. In fact the majority of voters in the country rejected Trump — particularly those who identify themselves as Democrats, those Republican voters who didn’t drink the Kool-Aid, pro-choice women, minorities for the most part, those looking for a better deal and others. These people are looking for something else.

It’s kind of like shopping at Giant for cereal. There is an entire aisle devoted to breakfast food of every kind. However, Raisin Bran Crunch is the one for me. But it is on the bottom shelf halfway from either end of the aisle. And more often than not, it is sold out.

Well, because I’m all in when it comes to Raisin Bran Crunch, I buy four family size boxes when it is on the shelf. This is a good example of successful marketing. Raisin Bran Crunch owns that portion of the market that includes me. But the cereal aisle is full of other brands that have devoted fans as well.

And that is the problem with the Trump brand. It is not inclusive of everyone. It is not intended to be expanded. It is targeted to those far-right voters who are susceptible to the shenanigans, lying, and wildly disrespectful and hateful rhetoric that is the Trump brand.

Think about it.

There are no less than four serious legal matters facing Trump — any one of which would terrify any one of us. Yet, Trump relishes in the publicity and notoriety that he and his brand receive from these tempests. This makes him stronger among his targeted market.

So why would Trump want to paint himself in the way he does?

Professional psychologists and other mental health professionals have an answer. They have drawn a connection between Trump’s behavior and his extreme or pathological narcissism.

Related:Are you unintentionally enabling the narcissist in your life? Here’s how to tell.

This psychological condition is called narcissistic personality disorder. General symptoms are exploitation, entitlement and empathy impairment.

These big words boil down to how many narcissistic characteristics you see in Trump’s words and actions. Here is a checklist:

His belief that he is superior to others;
His fantasizing about success in spite of the fact that he has failed in one business enterprise after another;
Exaggerating his talents and achievements;
His expecting of constant admiration and praise;
His believing he is special and acting accordingly;
His constant rejection of the feelings of others;
His expecting others to do what he commands without questioning;
His taking raw advantage of others;
His constant name-calling expressing how others are inferior to him;
His raging jealousy;
His fragile feelings that are easily hurt;
His display of fragile self-esteem;
His attempting to build a facade of being tough and unemotional;
His setting unrealistic goals; and, of course,
His inability to build and keep healthy relationships.

This pathological narcissism has spiraled into impaired decision-making and gaslighting. Trump’s antisocial behavior results in his lying, being deceitful, impulsive, inability to control his aggressiveness, reckless disregard for the safety of others, a pattern of irresponsibility, a total lack of remorse, and a disregard for rules, the law and repercussions for his actions.

And, this is not to throw mud at Trump. Rather this is the brand that Trump markets and relishes. It might be that some people put up with this because they expect to be continuously entertained and stimulated. That could be the reason that Trump’s marketing is based on slogans and irresponsibility, pounded into our collective psyche.

The fact is that Trump’s marketing has been effective. And those who say they “want their country back” are expressing a collective anxiety identified by and fed by Trump.

Hatred for Blacks, Jews, gays, women, “libs,” Democrats and anyone else about whom you might be afraid, is all part of the Trump marketing program.

And that gets me back to the success of Trump’s marketing program. When there are flocks of people who are willing to take to the streets to protest against Trump’s being held responsible for breaking the law, then we have crossed a bridge too far.

There must be a time when we either hold our laws to be equally applied to everyone, including Trump, or to no one.

And a country without the rule of law is no country at all.

Bill Gindlesperger is a central Pennsylvanian, Dickinson College graduate, Pennsylvania System Of Higher Education (PASSHE) Governor, Shippensburg University Trustee, and Chairman of eLynxx Solutions. The firm provides enterprise-level cloud-software for communicating, specifying, approving, procuring, producing, reporting and activities necessary to obtaining direct mail, packaging, promo, marketing and all other printing. He is a board member, campaign advisor, successful entrepreneur, published author and commentator. He can be reached at[email protected] .

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