When somebody is confused, in varying...

When somebody is confused, in varying degrees, they feel exposed to danger. Therefore, people move away from situations in which they are confused and toward contexts in which they understand the situation and feel in control. This principle is why politicians with repeatable, simple messaging statements usually win. It’s not because their plan will work or has even been thought through, it’s because voters feel a sense of understanding and associate that feeling of comfort and survival with that candidate.