Personal values and support for Donald Trump during the 2016 US presidential primary

Donald Trump's ascension to the Republican Party nomination and election as President of the United States in 2016 was a surprise to many political analysts. This article examines the notion that personal values played an important role in support for Trump. Using data from the Trump Similarity Values Test (N = 1825), a web based personality test that provides users with feedback on their similarity to Donald Trump, this article shows that personal values played a role in support for Donald Trump. First, people who supported Trump were more likely have a value profile characterized by low Altruism and high Power, Commerce, and Tradition. Second, people with a values profile similar to Trump's (presumed) values profile were more likely to support Trump. These results held even after controlling for party affiliation and political ideology, indicating that personal values were an even stronger predictor of support for Trump than traditional political attitudes.