Why Populism Attracts: On the Allure of Certainty and Dignity.

In the chapter a definition of populism is proposed through an analysis of its roots. Research literature is then analyzed to highlight how relative deprivation, loss of status, and economic pressures evoke negative feelings and motivate people to action that can lead to populism, seen as a way of addressing those frustrations. Some of the basic needs are presented, linked to a psycho-social perspective and considered at the basis of populism itself. The universal structuring of populism and its specific socio-cultural characterization are then illustrated with particular attention to the US and Italy. Finally, two studies are presented, conducted in the two countries. The results support the hypotheses that the appeal of populism is predominantly driven by two basic motivations, that for certainty and coherence and that for personal significance. Knowing their role can make intervention for overcoming populist pressures more effective.