How are Cults so Effective in Controlling the behavior of their Members.
             One method that we use to determine what is correct is to find out what other people think is correct. That is, we view a behavior as "more correct" if we see other people performing it. Social Proof normally works beautifully. Most of the time, we will make fewer mistakes by acting in accord with social evidence than if we go against it. As a rule, when a lot of people are doing something, it is the right thing to do. This can act as a great shortcut for determining how we should act, but it can also be used to our disadvantage by people who know how to exploit it. (Cialdini 116)
             The desire to remain consistent and justified in our actions and beliefs can cause us to use social evidence to assure ourselves that what we believe to be true, is. Cult leaders use this to maintain their members faith in them. Even when every prediction and prophecy that has been declared is proven undeniably to be false, members continue blindly following their leaders. They have invested so many assets, so much time, and put so much effort into their group that when they consider the fact that they have been disillusioned, they become strengthened in their convictions rather than rejecting them. They will then focus their attention outward, and try to recruit new believers. This is a typical reaction to their plight. When we are unsure of ourselves, we will tend to look around us to see what our peers are doing. This will generally determine our behavior. (Cialdini 128)
             1. Sun Tzu utilizes the principle of social cognisance in his book "The Art of War." Using predetermined methods, he gains the unshakable allegiance of his Generals. Their dedication to him is noticed by his officers, who begin to hold him in the same regard. This chain reaction continues down the line until every man in his army is unified in their dedication to him and his cause. It was not ...