In a family with three children, all growing up under the same roof & rules, with comparable life experiences, attending the same university, it is entirely possible for one to become a faithful Christian, one to become a drifter, and one to become a devout cult member.  This flies in the face of the standard stereotypes of lonely or simple-minded oddballs swept away against their wills to be brainwashed in a dark room, yet research has shown that there aren’t any predictable stereotypes.  There is, however, a list of conditions, when crossed with the right timing, will be highly likely to produce converts to cult movements.

Potential cult members are, generally, normal rational people who believe there is something they lack, and they begin the quest to find it.  This could be community, peace of mind, personal fulfillment, or a promise that one day life will be comfortable or make sense. Dawson, referencing the work of Glock and others, says:

If people think there is a discrepancy between the social rewards they feel entitled to and the rewards they think they are getting or they believe others are getting, and if they do not accept some rational explanation for their deprivation, then there will be an incentive to launch or join a movement that promises change or compensation.[1]

This is not sufficient to answer the whole question, since many are drawn to Christ by this very same perception, and many more find a place of belonging and fulfillment without joining (or creating) a cult.  Further research reveals what Dawson labels “Seven Empirical Insights”[2] into the conditions that work together to produce converts:

1. Social Networks – The potential convert is usually drawn toward the cult by their positive relationship with one or more friends, family members, and trusted associates who are participating in a cult and finding some reward worth sharing.
2. Affective Ties – A person’s first impressions of a group make a big difference in their decision to join.  If they find a welcoming friendly environment and a few people with whom they can bond, they are more likely to remain in contact with the group.
3. Intensive Interaction – Beyond the initial impressions of welcome are the regular and deeply moving interactions among the group – the bonding that naturally comes along with experiencing accomplishment, joy, or suffering side by side with fellow humans.  This is demonstrated not only in cults, but in groups like Weight Watchers, Alcoholics Anonymous, the military, church small groups, etc.
4. Weak Social Ties – Those who by geography or life situation find themselves with freedom to explore and less pull to remain in conformity with their family and/or society will be more open to investigating and potentially joining a cult.  This factor cannot be taken to the extreme, however, as those with no inclination to conform to the structures of their family, friends, and society will also have no inclination to conform to the new group, thus being a perpetual seeker, bouncing from one group or idea to the next.
5. Weak Ideological Alignments – Those carrying generalized ideas about the world and the spiritual realm are more likely to be led into alternate belief systems as each idea seems to make equal or more sense.  Those who know firmly what they believe and why are less likely to be swayed.  The extreme exception would be those raised in strict religious households who rebelled against the family doctrines – and yet, such people are still in the first category, since strict rule adherence is not the same as ingrained core beliefs with scriptural or experiential support.  These returning rebels could be easily drawn to an authoritative structure that sounds almost like the doctrines they grew up with.  This highlights the reason why our children must be reared with a personal knowledge of the scriptures and an individual relationship with Christ.
6. Seekership – When confronted with the ‘meaning of life’ questions, people eventually look into religious answers.  If an invitation to join a cult is presented well with the right timing, it may result in a convert.  Seekership is not necessarily one of the stronger reasons for joining a cult, but it is more common that someone would be interested in ‘the answer’ when they are asking the questions.  Classic marketing approaches may be applied (and have been), using cultural media to bring the ‘meaning of life’ questions to the forefront, just as they highlight the need for various products and services, manufacturing a form of seekership.
7. Direct Rewards – Simply put, if one feels a lack of community, purpose, prestige, shelter or food, the groups offering such things will have their attention and may get their allegiance.  One growing trend is the idea of a commune where people share housing, vehicles, utilities, food, tools, and companionship.[3]  Such a group is not necessarily a cult, but could be or become one, depending on the values and beliefs of the group, leadership structure, etc.

People who join cults, and the methods for attracting them, are amazingly similar to the profiles and steps laid out in church growth and friendship evangelism teachings.  In both cases, each person has a particular mix of factors that would cause them to be drawn or repelled by any invitation, so stock checklists don’t necessarily work.

People have an inherent desire to belong and to participate meaningfully in something that will outlive them.  We are designed to be in community with God and support His mission of drawing others into that community – the design is still there, though its expression and the variety of artificial fulfillments have been warped since Eden.  On the one side, we can lift up Christ and He will draw people to Himself.  On the other, we can lift up human leaders and ideals, and with the right charisma and conditions, they too will draw people to follow and/or participate.