The Conservative Propaganda Machine has been recruiting and indoctrinating consrvatives since Rush Lbaugh hit the airwaves in the mid-80s. We are now 2-3 generations removed from that, and people who were raised on hearing conservative propganda at the dinner table, and conservative "values," have grown up and run for office.
Some of them recognize that its all a long con, but quite a few of them believe the propaganda as well. Then there are those who believe the propaganda, and and also see conservatism as a life hack to get what you want by immoral, unethical, and illegal behavior.