Manipulative groups and individuals use similar approaches to recruit us, tricking into handing over our cash and our loyalty. In part one, we saw how manipulation most often follows a series of steps; today, we continue with:
Step Three: Finding the Ruin
Once rapport has been established, the recruiter may seek out the most significant difficulty in the recruit’s life. In Scientology, this is called the ‘ruin’: ‘What is ruining your life?’ If the first steps have been followed carefully, most people offer up even their most secret troubles. Unless they’ve been hurt before after revealing their secrets, most people welcome a chance to say what they feel and receive sympathy for their problems. It is surprising how willing people are to share their deepest longings with complete strangers, as if there is a need to confess; this deepens rapport.
Step Four: Fear of Worsening
Scientology recruiters then push the target into ‘fear of worsening‘. The recruit is exploited to feel discouraged about the ‘ruin’: ‘I’m sure you’ve tried everything, but nothing has worked.’ Confession of troubles usually shifts the recruiter into a position of authority. The recruit will follow directions almost like Pavlov’s dogs, which salivated in anticipation of food when a bell was rung.
Step Five: Bring to Understanding
Next, the recruiter will use the information from this confession to demonstrate that the recruit desperately needs the group in order to make life better; Scientology recruiters call this step to ‘bring to understanding’. Sales manuals suggest that a story be made up to show sympathy: ‘I know a guy who had exactly the same problem. He took a few of our courses and everything started to work out for him.’
The ‘understanding’ is that the cult can solve any problem that is presented – whether it is romantic, financial, work-related or spiritual – anything and everything can be resolved by the offered course, counseling or study program, so the recruiter has no difficulty in inventing a supporting story: the ends justify the deceptive means.
During the first course, seminar, or workshop, the recruiters will continue the love-bombing, while using a hypnotic technique to bring about a peak experience. After long enough, any type of repetition, mimicry or fixation leads to a euphoric altered state.
Chanting, drumming, group singing, visual fixation – as in meditation – repetition of a word or phrase (‘mantra meditation’), repeated movements, such as rocking, shaking, or walking meditations, all lead to an altered state. Some narcissists use sexual pleasure to trap their victims.
Most people in western society are unfamiliar with the effects of eastern meditation, so they are delighted and surprised by the euphoria that floods them. Almost every former member I’ve talked with had an initial peak experience, and spent the remainder of their time in the cult trying – and failing – to repeat it.
It is likely that the peak experience is simply a release of dopamine or serotonin. These neurochemicals are the ‘reward’ system of the brain, and are released during sex and by alcohol and drug use. In a group setting, surrounded by approving people, cult techniques can lead to a powerful high in the new recruit. This is the experience of awe.
Awe changes our perception of the world. We are awed by celebrities, by vastness, by skill, by ‘miracles’ and by beauty. Awe can be induced as part of a peak experience. New recruits are infatuated by flattery and the prospect of miraculous change in their lives. When awed, our critical faculties diminish.
Once we believe that a leader has miraculous powers, we become willing to believe anything that leader says. Awe turns to fervor and the recruit adopts the beliefs of the manipulator and will defend them as if defending their own child: just as we are unwilling to hear criticism of our children, nothing bad will be accepted about the manipulator, whose ideas have become gospel truth.
Step Six: Reinforcement
Testimonials are demanded for reinforcement. In Scientology these are called ‘success stories’. This reinforces consistency: the more publicly and loudly you commit to a technique or experience, the more difficult it will be to change back later. People trying to give up smoking are advised to tell all of their friends that they have given up, because, under the consistency principle, it will make it harder to admit defeat and light another cigarette.
We all suffer from confirmation bias, where we justify our actions and dismiss anything that disagrees with our beliefs. There is a quality of inertia to all human activity; we keep going in the direction we’re traveling in. Delivering a testimonial – or simply telling all our friends – reinforces the sense of belonging and further confirms our bias.
Often, members will be encouraged to confess their former sinful lives in front of the group. By humbling themselves in this way, people give ever more power to the group. Members come to believe that everything good can be attributed to the group’s practices, and everything bad is their own fault.
A particular group or individual may not use all of these approaches. Some will focus on the potential recruit’s desperation, others will head straight for an experience of awe. Once lured into the trap, by whatever means, the recruit will go through a process of reinforcement that will draw them into the group or relationship and isolate them from their previous relationships and values.
What do you think about this article? Do you agree? Have you read Jon’s new book? Do you have a story about recruitment into a high-control situation that you’d like to share? We’d love to hear from you!