Narcissism

"As politics becomes more of a public performance, it draws people higher in narcissism," Twenge said. "So we will end up with more politicians who are charismatic and confident and who we like in the short term, but more who disappoint us in the long run."

Understand the psyche of both the politician and the voter.

http://www.livescience.com/53307-donald-trump-narcissism-reflects-us-culture.html