It preys directly on human psychology by creating myths about how life used to be great and invoking nostalgia and frustration in broken people who just need guidance. No one who likes fascism sees it the way normal people do, because it's designed to trick people and weed its way into collective society and psyche.
This is why we must make a continuous effort to stomp it before it spreads and never listen to people who call us silly for saying Modi is a fascist just because he isn't Hitler's level yet.