Drinking the Kool-Aid: Why Ordinary People Become Devoted Followers

For those of you who attended Studd Society on Thursday 12th March, you will have already heard this, but for the many of you who missed my presentation, I thought I would bring the presentation to you. Fear not, this isn’t my whole 7.5 minute script, but instead a very condensed version altered for your reading pleasure. Please enjoy reading this, and it would be great to see a few more faces at the next Studd Society!

Would You Ever Join a Cult?

Most people would answer “no” to this question, but research suggests that almost anyone can be vulnerable given the right conditions.

You may have heard the phrase “they drank the Kool-Aid”. This expression, often used to describe blindly following an idea or leader, actually comes from one of the most infamous cult tragedies in history: the Jonestown Massacre. In 1977, Jim Jones, a former Pentecostal minister, moved hundreds of his followers to establish the commune of Jonestown in Guyana. It was presented as a utopian paradise, but in reality life there was tightly controlled. When news came that investigators were arriving to examine the camp’s conditions, Jones put his final plan into action. On November 18th 1978, over 900 men, women and children died after being forced to drink poisoned fruit drink. Since then, the phrase “drinking the Kool-Aid” has become shorthand for single-minded, unquestioning loyalty.

Psychologists have tried to understand why people conform to powerful leaders or groups. One explanation comes from Robert Cialdini, who suggested that there are seven key principles of influence: reciprocity, commitment, social proof, authority, liking, scarcity and unity. These principles help explain how individuals can be persuaded to conform, comply or change their behaviour in response to others.

But first, what exactly is a cult? Originally, the word referred to the worship of certain gods through rituals and temples. Over time, however, it came to mean excessive devotion. Today, a cult is usually described as a group or movement with a shared commitment to an extreme ideology, often centred around a charismatic leader.

Although some cults have ended in tragedy, such as Jonestown or Heaven’s Gate, most share a number of common characteristics. These often include a high level of commitment from members, strict hierarchies, promises to answer life’s biggest questions and systems that keep members obedient while discouraging criticism or outside scrutiny.

Interestingly, many religions began as small groups that could once have been labelled cults. The difference is that over time established religions integrated into society, while modern cults often isolate their members and attempt to control many aspects of their lives, including relationships, finances and living arrangements.

So why do people join cults, and why do they stay? Recruitment often begins with the charisma of a leader, but it usually spreads through existing members encouraging others to join. In fact, more than two-thirds of cult members are recruited by friends, family members or colleagues.

Cults also tend to target individuals during what psychologists call a “window of vulnerability”. This might include times of grief, breakups, moving to a new place or simply feeling isolated. During these moments, the promise of friendship, purpose and community can be especially appealing. Sociologist Janja Lalich argues that people do not join cults because they are irrational, but because they are searching for belonging and meaning.

Many cults also use a tactic known as “love bombing”, where new recruits are overwhelmed with praise, friendliness and instant community. This can trigger feelings of reward and bonding in the brain, reinforcing the sense that the group offers acceptance.

Commitment rarely happens overnight. Instead, it grows gradually through what psychologists call the “foot-in-the-door effect”. Small commitments such as attending meetings or volunteering slowly increase over time, eventually leading to deeper involvement.

Leaving a cult, however, can be much harder than joining. Members often lose their social group, belief system and sense of purpose all at once. Some former members experience guilt, shame or symptoms similar to post-traumatic stress as they try to rebuild their lives.

Psychologist Leon Festinger offered another explanation for why people remain committed even when evidence suggests they should leave. His theory of cognitive dissonance suggests that when people have sacrificed time, money or relationships for a belief, it becomes psychologically painful to admit that the belief may be wrong. Instead of leaving, some individuals double down on their commitment.

However, many people do eventually leave cults. Failed prophecies, exposed leaders or obvious contradictions can cause members to question what they once believed. Support from family and friends outside the group is also one of the strongest predictors of a successful exit.

Ultimately, cult members are not foolish, they’re humans. While all of us in this room may not be a part of a cult, we are all subject to the same psychological principles without even knowing it. They’re seen within marketing, politics and online communities so even when you think it couldn’t possibly happen to you, it really can happen to anyone.