Most cultists are average people. Not one race or income level is targeted, although women are more likely than men to join a cult. The key unifier between cultists is low self-esteem. Cult leaders will target those new to an area, those who have gone through recent professional or romantic loss, and people who are lonely (via TED). Recruits are then often “love bombed” — showered with compliments, affection, and seduction — to provide a feeling of acceptance and being wanted, which is associated with the cult. The recruitment process can take months, and more often than not, the target is a friend or family member of a cultist who finds it hard to turn down the offer.

Once someone joins a cult, a leader begins to manipulate them. After the honeymoon period of love bombing, leaders can force public humiliation and self-indoctrination to return the low self-esteem that plagues their followers. Paranoia sets in, and members who might object to the claims and requests of a leader are afraid to break from the example of blind obedience set by their fellow cultists. Even if most cults don’t end in death, the already fragile mental state of a cultist can be severely damaged by the manipulation of their leader.