It's also mentioned in "the authoritarians" (search for the book and the short-form essay) - roughly half the population is driven by intellectual curiosity about all kinds of things and don't always agree on much - they just want freedom to be individuals.

The other half is driven by fear, disgust, paranoia, etc.. That second group is much easier to trigger / convince - just play on their fears about their kids, their friends, their church ("will ban Bibles and churches"), etc.. (I was raised in this kind of environment).

Authoritarians WANT a "strong leader" to tell them what to think, how to act, etc. That's how they show they belong to the tribe: they believe everything that is said, they give the most $$ to their church, etc.