Psychology in Cults

This article, published in the New York Times, describes the psychology and practices of cults, and the way the use authority to recruit and keep members. Despite it's age, the article touches on some important issues such as authority, and group mentality.

The article references research done by Margaret T. Singer, a professor of psychology at the University of California at Berkeley. According to her, ''The techniques of many cults fall under the general rubric of brainwashing.'' Dr. Singer has studied hundreds of current and former cult members since 1974, and has done extensive research on mind-control techniques used on prisoners of war in Vietnam.

''Consciously and manipulatively,'' said Dr. Singer, ''cult leaders and their trainers exert a systematic social influence that can produce great behavioral changes.'' Dr. Singer explains that cults and cult leaders in particular use techniques from the human-potential movement and sensitivity training to create a "sales package" that appeals to the potential member as a consumer. Dr. Singer explains how these methods are used to coerce potential members to join, specifically referencing Jim Jones and the Peoples Temple. Although this article was written prior to the events of the Heaven's Gate Cult, we can also look at how Marshall Applewhite used these methods to convince his members to commit mass suicide.

These are the real life events that relate back to the obedience experiments such as those done by Asch, Milgram, and Zimbardo.

It is interesting to think about the subtle means by which cults get members. Most of us can look objectively, as outsiders, and tell ourselves that we would never let ourselves fall victims, but how do we really know?

And have we already? Does being loyal to a specific brand or product use the same psychological pathways as believing in a cult?