I think the true reason is that people often times find it easier to make decisions based on pride, than on what might more directly help their quality of life.

But the political left seems dead set on attacking conservatives' sense of pride, which allows right wing news to swoop in, bolster their pride, and tell them a bunch of stupid things that make them vote in stupid ways.

And the reason why the left doesn't do anything to stop this, is because they would rather bolster their own sense of pride by trying to shame conservatives, than engage with conservatives in a way that could actually change their minds.