See also #4 on this list http://www.ribbonfarm.com/2015/08/04/the-four-forces-for-sociology/ …. @vgr was right: brand attraction is like gravity. I prefer "loyalty-signaling" though.
A cult is a social group that's undergone "gravitational" collapse: loyalty-signaling so intense that no one can escape.
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More Loyal Than Thou is a dangerous game to play.
End of conversation
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