What does it mean to conform?
As defined by Gilovech and colleagues conformity is the change of one’s behavior or point of view because of clear or ambiguous pressure (real or not) from others (2016). Now lets explore the factors that influence conformity pressure and why cults are undisputed examples of conformity.
Expertise and Status
The unfortunate events at the Jamestown massacre of 1978 was marked in history as one of the worst tragedies by the work of cults around the world. The leader, Reverend Jim Jones, a definitive expert on theology led his followers of “The People’s Temple” to Jonestown, Guyana were in an attempt to escape prosecution for the death of Congressman Leo Ryan, ordered the mass murder-suicide in Jonestown. What could’ve possibly convinced these people to conform to the authority of Jones? As a reverend (expertise in theology/majority of cults are a form of religious movement), and being an influential leader in the fight for social justice in the US (status), Jones was able to attract such a large following because of his characteristics as a leader. It is hard to separate the two concepts because both correctly and incorrectly we give higher status to those with expertise, and make the assumption that those with high status must be experts (Koslowsky & Schwarzwald, 2001).
How minority becomes the majority
How could a such a small minority of initial followers possibly turn into 918 souls that lost their lives for wishful utopian idea? In conformity we see that initial attacks on the beliefs of the majority have little to no affect because little social influence is present. Yet over time, continued pressure by the minority can cause the majority to stop and consider the possibility that the minority is on to something. This careful consideration of systematic thought is what leads to changes in beliefs (Gilovech, et al., 2016). In terms of cults, the ideals of the members (minority) seek to change future members’ (majority) ideas about spirituality and religious practices. Using illicit social pressures and proper persuasive techniques, minorities dig deeper into the majorities insight on issues resulting in real private acceptance (Maass & Clark, 1983).
References
Gilovich, T., Keltner, D., Chen, S., & Nisbett, R. E. (2016). Social psychology. New York: W.W. Norton & Company.
Koslowsky, M., & Schwarzwald, J. (2001). The power of interaction model: Theory, methodology and empirical applications. In A. Y. Lee-Chai & J. A. Bargh (Eds.) The use and abuse of power: Multiple perspectives on the causes of corruption (pp. 195-214). Philadelphia: Psychology Press.
Mass, A., & Clark, R. D. III (1983). Internationalization versus compliance: Different processes underlying minority influence and conformity. European Journal of Social Psychology, 13, 197-215.



