What makes some people gravitate towards populist radical right (PRR) parties? Research reveals a link between personality and support for PRR parties, suggesting a deeper psychological influence than previously thought. However, a key question remains: How can personality traits, known for their stability, explain a fluctuating phenomenon like PRR support? Project Radical Activation aims to solve this puzzle by proposing a new framework that combines insights from psychology, political science, sociology, and communication science. We’ll explore the interplay between personal characteristics and environmental factors, examining how this interaction activates the link between personality and an individual’s susceptibility to PRR ideology. This project is supported by a NWO VIDI grant.