I honestly think that a large number of brexit voters are easily lead by the rallying calls of 'take back control', 'Proud to be British' and 'not being told what to do by foreigners'. It's certainly not all brexit voters, but a fair whack of them.
But equally, a lot of remain voters are driven by the fear of a large 'unknown' and 'better the devil you know'.
The strength of political personalities is also having a considerable effect, and whilst the delivery of great speeches can very impressive and vote winning because the manipulate emotions in the same way starving children in Africa can manipulate emotions, it doesn't necessarily hold that things are going to improve just because we'd all like them to (one way or another).
It's harder to sell 'remain' because we're already in the EU and there's discontent and rightly or wrongly many of today's issues are being laid at the EU. It's a lot easier to sell 'leave' because it plays on ideals and aspirations for the future and it's selling the notion of a favourable outcome by leaving. Everything that is bad today is at least in part because of EU membership and everything that COULD be good in the future will come from leaving the EU. Classic sales technique right there - what you have is inadequate, what you could have is available to you if you agree to buy right now...