They employ manipulative and deceptive techniques to control their members' thoughts, feelings, and behaviors, as well as to recruit and retain them, including intense persuasion. Members are often encouraged or forced to sever ties with anyone outside the group, thereby limiting their access to alternative information and support systems. Isolation from family and friends, outside influences, the group views itself as superior and the outside world as hostile, creating conflict with the broader society, as the group's beliefs are presented as the only source of truth. Questioning is discouraged; creating a sense of dependency, such as demanding unquestioning loyalty, can lead to a sense of isolation. The group tends to have a hierarchical structure, with the leader at the top, and demands total loyalty and obedience from members. Cults can pose risks to members' physical and psychological well-being, as the group's goals can be prioritized over individual safety and welfare.
Historically, the term "cult" was used in a neutral way to describe small religious groups, especially those with secret rituals (e.g., ancient mystery cults). However, in the 20th century, the term gained a darker connotation due to high-profile tragedies and the emergence of groups that unsettled mainstream society. Today, the term is often debated and used pejoratively. Some experts prefer to focus on the harmful practices (such as coercive control) rather than the "cult" label to avoid unnecessary controversy. The term is also used hyperbolically to describe anything with a very devoted following, such as a "cult following" for a brand or artist, which differs from the meaning discussed here. Although the term can carry a negative connotation, suggesting harmful practices, it can also be used neutrally to describe a group with a very strong and devoted following.