Cialdini raamat
records an enigmatic pattern. Rather than disbanding in disillusion, the cultists
often become strengthened in their convictions. Risking the ridicule of the popu-
lace, they take to the streets, publicly asserting their dogma and seeking converts
with a fervor that is intensified, not diminished, by the clear disconfirmation of a
central belief. So it was with the Montanists of second-century Turkey, with the
Anabaptists of sixteenth-century Holland, with the Sabbataists of seventeenth-
century Izmir, and with the Millerites of nineteenth-century America. And, thought
a trio of interested social scientists, so it might be with a doomsday cult based in
modern-day Chicago. The scientists-Leon Festinger, Henry Riecken, and Stanley
Schachter-who were then colleagues at the University of Minnesota, heard about
the Chicago group and felt it worthy of close study. Their decision to investigate by