These twin needs—to foster social acceptance and to escape social rejection—help explain why cults can be so effective in recruiting and retaining members. An initial showering of affection on prospective members, called love bombing, is typical of cult-induction practices. It accounts for some of the success of these groups in attracting new members, especially those feeling lonely or disconnected. Later, threatened withdrawal of that affection explains the willingness of some members to remain in the group: After having cut their bonds to outsiders, as the cults invariably urge, members have
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