The appeal is "I will hurt the people you don't like".
The wealth gap in America has pushed a larger amount of the population into ever tightening economic situations.. the psychological aspect of this brings people to want other people to feel suffering if they are.
Unfortunately the population is being fed fake enemies by the people in leadership positions.
It’s natural to respond to threats, and so they are.
Step 2. Use conservative media to make people hate those things.
Step 3. Get elected on the basis of manufactured hate.
Step 4. Get rid of your political obstacles.
Since the Southern Strategy, American conservativism has been encouraging and weaponizing hate for votes.
And since the gutting and exiling of mainstream conservatives ~2019+, it's fair to say they're now primarily a party of hate. (Both in their elected officials and supporters)
It isn't about actual slights against conservatives by liberals -- at this point those are only rhetorical cover for doing what they want to politically.