Most Republican voters I know vote based on their emotions. Emotions like fear of terror that the Repukes stoke like fire. Like outrage and self-righteousness over things their politically-motivated preacher told them are abominations like homosexuality or abortion. Like greed for tax cuts. Like racism, misogyny and homophobia. Like a desire to be associated with the party of the rich, even if they themselves are dirt poor. Etc. Etc.

Playing on those emotions is how Repukes get themselves elected.