Cults appeal to that part of ourselves that is searching. Sometimes what's being searched for is love, or a sense of belonging. Sometimes what's being searched for is answers, knowledge of the world: the mundane or the spiritual. Sometimes people are attracted to "secret knowledge". Cult recruiters have to be sincere - not appear as con men and women.
Contrary to widespread belief you don't have to be stupid, or a broken person to get caught up in a cult. Shortly after I left The Way I was friends with a woman with whom I had many religious and philosophical discussions. When I revealed that I had been in a cult, her attitude toward me changed; she couldn't believe that someone whom she viewed as intelligent and discerning would be foolish enough get involved in a cult. She didn't realize that part of what made me discerning was that I had gotten out of a cult and knew their tricks.
The recruiting tool that I am most familiar with, having been on the receiving end as well as employing it on others, was the search for answers, the search for knowledge. Love bombing, or overwhelming a potential recruit with attention and offers of friendship was something that I had heard about, and saw rarely, with hardly any success. Someone who is just looking for a friend, or who has a crush on one of the cult recruiters has, in my opinion, a shallow attraction to the cult itself. If there isn't enough commonality to maintain a friendship, or the crush proves to be not interested, that usually ends the involvement. I saw this with the family member who first introduced me to The Way. When her friendship with the local Way leader soured, her involvement ended. Seekers after knowledge, once hooked, tended to stick around, ignoring potential red flags.
A cult recruiter who is offering answers though, is relying on the recruitee having just enough information to see the plausibility of the cult's doctrine, but not enough to be able to see through the subterfuge. They have to be able to undermine faith in the reliability of mainstream sources of information in order to strengthen the cult's position as the arbiter of truth. My initial exposure to The Way indicated that they at least thought that they had all the answers, and as I stuck around and enrolled in their classes, what they were teaching seemed to make sense and fit together. Of course, if I had any background in studying the Bible I may have spotted the weakness and contradiction in many of their positions. Unfortunately no one in my circle of family and friends had the knowledge to contradict what I was being taught. Once I was hooked, I became invested in their doctrines and was willing to overlook red flags because they were providing something I craved - knowledge of the Bible. Having access to that knowledge outweighed the problems that I encountered along the road, even in the early days. And it made me feel special - I enjoyed the feeling of possessing secret knowledge, that I was among the spiritual elite.
And that's an important key to cult recruitment and retention: providing people with something that they want, and making them feel like they are part of something greater than themselves. Whether or not any of it is true.
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