Cults have always fascinated the human psyche. The Bible and Greek literature mentions religious cults and their strange practices. Today, modern culture is obsessed with cults; references to Charles Manson and the Jonestown Massacre are commonplace. Thousands of cults are expected to exist today with millions of Americans involved, many of whom would not define themselves as cult members.
Of course, the definition of cults has evolved. Marketing professionals draw on the psychology of cults to attract consumers to certain products. A marketing cult positions itself as a select club that targets the truly dedicated brand fanatics and draws on users’ obsession with the product. By collecting enough dedicated fans, the club propagates itself as users reach out to other potential consumers and promote the brand. Strong leadership and overtures to promoting the public good, just like in a real cult, keep members hooked. Sound like any companies you know?
Source: The Psychology of Cults and Marketing
