Seems he's almost always trying to convince the world that a certain narrative about himself, the voters, and reality in general is true.
But this research adds an interesting wrinkle to that story. By making so many questionable statements publicly, maybe he's really just trying to convince himself.
And that's why, when outsiders try to tell him that his "facts" are not facts at all, it doesn't matter to him. He just repeats his original statement even louder. His public statements aren't for the rest of us. We're just the audience that adds some emotional intensity for him and the process in his own brain.