why do people join cults?

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In the United states, more than 30 memebers of Heaven's gate committed suicide in March 1997, in an orderly ritual at the instigation of thier leader.In 1997, more than 900 American citizens committed mass suicide-murder ia an jungle compound in Guyana at the persuasive urging of thier charismatic leader,Reverend Jim Jones. In France,Canada,and Switzerland, memebers of Order of the Solar temple also took thier lives in ritualized cult dearths, while in Japan, members of Aum Shin Rykyo gassed subway riders and had planned mass destruction in compliance with the dictates of their cult leader. Under these circumstancees, members obey every command, such as marrying a partner they have never met in mass ceremonies, begging,rcruiting,working long hours for no pay, giving all thier money and possessions to the group or becoming celibate. Can you imagine doing such things? Are there any circumstance under which you would join a cult and beome subject to the pressures for conformity, compliance and total obedience to authority tha cults bring to bear on its members? Obviously, most peple will say "no way". But people are still joining. Why?