A very interesting article explaining Trump's rise on his use of the concepts of purity and disgust.  Excerpt:

More than any other Republican presidential nominee, Donald Trump has been appealing to a particular combination of in-group loyalty and moral purity concerns. On the purity side, he often expresses disgust, often toward women and women’s bodies (e.g., Clinton’s bathroom break during a Democratic debate). But his purity appeals are most commonly in the context of group boundaries, like building walls on our national borders to prevent contamination by outsiders, who are cast as murderers and rapists, both morally and physically dirty.