The Four Steps of Cult Brainwashing: Who is Most Susceptible?

Recent controversies surrounding the South Korean cult "JMS" (Jesus Morning Star) have left many puzzled as to why people fall victim to cult brainwashing. In reality, human psychology has numerous vulnerabilities, which cults exploit to manipulate and control individuals. Prolonged exposure to brainwashing can severely impact a person's emotions and daily life, making it essential to seek psychological assistance. But how can we avoid falling into the trap of brainwashing?

What is Brainwashing?

The term "brainwashing" originates from the Chinese phrase "洗腦" (xǐ nǎo), which translates to "brainwashing." It gained prominence during the Korean War in the 1950s when American soldiers captured by Chinese forces underwent ideological re-education. Upon their return to the United States, some continued to support Communist Party of China. American journalist Edward Hunter coined "brainwashing" to describe this phenomenon.

Brainwashing typically involves re-education, psychological manipulation, menticide coercive persuasion, and thought reform. It systematically implants desired beliefs into individuals, aligning their thoughts and actions with the manipulator's objectives.

Four Common Brainwashing Techniques

Behavioural Control
Cults restrict personal freedom in various ways, such as requiring constant participation in propaganda activities or recruitment efforts. Members who actively engage are rewarded, creating a cycle of busy involvement and dependency.
Thought Control and the Lucifer Effect
Through repetitive slogans, specialised language, and indoctrination of values, cults convince members to adopt their ideology. Members may come to believe they possess superior knowledge or a unique identity compared to non-believers.

The famous Stanford Prison Experiment highlights this effect. In the experiment, university students were assigned roles as "guards" or "prisoners." Over time, the "guards" exhibited abusive behaviour, while the "prisoners" displayed compliance and submission. This phenomenon, where individuals conform to assigned roles, is known as the Lucifer Effect.
Emotional Control
Cults establish a sense of belonging among members, fostering group unity while rejecting individuality. External criticism or intervention is dismissed as misunderstanding or persecution. Emotional control may also involve threats, such as financial penalties for leaving or warnings of harm to oneself or loved ones.
Information Control and Gaslighting
The term "gaslighting" originates from the 1944 American film Gaslight. In the film, the male protagonist manipulates the female protagonist by creating unsettling circumstances—such as dimming the gaslights or producing eerie sounds in the attic—to make her doubt her sanity. When she confronts him, he insists that her perceptions are wrong, causing her to question her mental state and become increasingly dependent on him.

The Four Stages of Cult Brainwashing

Foot-in-the-Door Technique
Stanford University conducted a study to demonstrate how small requests can lead to compliance with larger ones. Researchers, posing as volunteers, visited residents and informed them about frequent traffic accidents in the area. They asked if the residents would be willing to place a large "Drive Carefully" sign in their gardens. Because the sign was big and obtrusive, very few people agreed. In the next phase of the study, the researchers approached a different group of residents with a much simpler request: to place a small, 6cm-square sign that read "Be a Safe Driver" in their gardens. This smaller request was almost universally accepted.

Two weeks later, the researchers returned to the second group and asked if they would replace the small sign with the original, larger ,and more unsightly sign. Remarkably, over 75% of these residents agreed to the swap. This demonstrates the "Foot-in-the-Door" technique: starting with a small request to gain compliance, then gradually escalating to larger demands. Cults frequently employ this strategy. For example, JMS initially asked members to dress attractively to "please God," a seemingly harmless act. Over time, these demands escalated to requiring members to engage in sexual acts with the leader, under the guise of "offering devotion to God," with threats of eternal damnation for refusing. Another infamous example is the Jonestown tragedy. Initially, members of the People's Temple were asked to make small donations to the church. Over time, these requests grew until members surrendered all their savings and possessions. Ultimately, 918 followers were coerced into drinking cyanide-laced beverages in a mass suicide. This remains the second deadliest non-natural loss of life in US history, surpassed only by the 9/11 attacks.
Conformity
In the 1950s, American psychologist Solomon Asch conducted a famous experiment exploring the psychology of conformity. Asch invited participants to a lab, where he arranged for six of the participants to be fake volunteers working with the experimenters. The group was asked to participate in a vision test. For the first three rounds, the test was simple, and everyone gave the correct answer in turn. However, starting from the fourth round, the first five fake participants deliberately gave incorrect answers. The results revealed that over one-third of the real participants conformed and also gave the same incorrect answer as the others.

Similar conformity experiments have been conducted on reality television shows in the US. For instance, in one experiment, several people in an elevator were instructed to face the wall as though it were normal. New passengers who entered the elevator, seeing everyone else facing the wall, felt pressured to follow suit and did the same. In cults, no matter how absurd the actions—such as collective suicides like drinking poison-laced beverages—these behaviours occur because individuals feel compelled to conform to the group’s actions and beliefs.
Miracle Demonstrations
Cults often rely on their leaders’ ability to perform "miracles" to attract and manipulate followers. For example, Jim Jones, the leader of the People’s Temple, would invite people with illnesses to the front of the church during services. In a dramatic play, he would reach into their mouths and pull out what appeared to be "cancerous tissue," claiming to have healed them. These acts were carefully staged to deceive followers. Similarly, JMS leader Jung Myung-seok claimed to have read the Bible 2,000 times and declared himself the "Messiah." He repeatedly promoted himself as divine and used this perceived authority to manipulate his followers. Under the guise of "body checks" or "granting blessings," he sexually assaulted female devotees.
Rituals of Humiliation and Self-Justification
Many groups require potential members to endure painful or humiliating experiences as part of their initiation. For instance, American university fraternities often force new recruits to participate in degrading activities, such as eating unpleasant substances or stripping naked. Similarly, some so-called "life coaching" programmes begin by breaking down participants’ self-esteem during the early sessions.

These rituals play a psychological role: enduring hardship or humiliation increases emotional investment in the group. Once individuals have suffered for the group, they are more likely to view the organisation positively and remain loyal. In some cases, they even endorse similar suffering for new recruits, perpetuating the cycle.

Four Personality Traits Prone to Brainwashing

Some people can easily resist brainwashing and cult propaganda, while others fall for it. Psychologists suggest that individuals with the following traits are more likely to be influenced:

Dependent Personality
Individuals with dependent personalities often lack independence and are overly compliant. Fear of rejection or conflict makes them susceptible to manipulation, as they prefer to align with others rather than assert themselves.

This trait is common in collectivist cultures like Japan and South Korea, where group harmony often takes precedence over individual needs. For example, Koreans frequently use "we" instead of "I" in speech. Survivors of the Aum Shinrikyo cult noted that one common trait among members was indecisiveness and dependence. Such individuals are often unable to refuse pushy sales tactics, leading them to purchase expensive treatments, lend money reluctantly, or even engage in unwanted sexual relationships under pressure.
High Suggestibility
Highly suggestible individuals struggle to critically assess the credibility of information and are easily influenced. They often agree with others’ opinions and seek to please people around them.
Imbalanced Narcissism
While cult leaders often exhibit narcissistic traits, so too can followers. Such individuals may harbour grandiose ambitions but lack the self-confidence to achieve them. Joining a cult can provide them with a sense of purpose and validation.
Stress and Emotional Vulnerability
Even rational and clear-headed individuals can become susceptible to brainwashing during periods of significant stress or hardship, such as illness, financial struggles, or personal crises. Past traumas, such as an unstable childhood, can also make individuals more vulnerable when triggered.

For example, Toshi, the lead singer of X JAPAN, met his former wife and fell prey to the Home of Heart cult during a career high point, manipulated into questioning his success and self-worth. Over 12 years, he became a financial tool for the group.

How to Avoid Brainwashing

To protect yourself, it is crucial to develop critical thinking skills and maintain a strong support system. Seek advice from trusted friends or family when approached by organisations or programmes. Be wary of the following red flags:

Dogmatic Teachings
The group promotes its beliefs as the sole truth, often leading to harmful or extreme behaviours
Hierarchical Structure
Cults are typically controlled by a central leader or figure who demands secrecy and obedience
Recruitment Tactics
Recruitment often occurs through social networks, schools, or workplaces, with introductions facilitated by friends or acquaintances
Member Behaviour
Members may display excessive reverence for the group and hostility towards external criticism.

If you or someone you know may be under the influence of a cult, seek professional help immediately.

OT&P Healthcare Advice

The ongoing controversies surrounding the JMS cult highlight the human vulnerabilities that cults exploit for control. Prolonged exposure to brainwashing can significantly impact emotional well-being and everyday life. If you or someone you know is affected, consider seeking psychological assistance. Feel free to book an appointment with our psychiatrists or psychologists to learn more.