Jones was charismatic and very good at appealing to disenfranchised members of the community preaching social equality and setting himself up as a caring father figure. This ended with him convincing his followers to commit "revolutionary suicide" by drinking cyanide laced cherry Flavor Aid.



This event in our history is a very disturbing example of how persuasion can be used for evil by means of isolation, brainwashing and manipulation.

There are two kinds of isolation-both of which were employed by Jim Jones-physical isolation and mental isolation.

It's not always possible for cults or multilevel marketing companies or religions to physically isolate their members. It's possible they have the ability to physically isolate, but normally the mental isolation is enough. They'll suggest to their members that anyone who tells them they shouldn't be involved with the group is not supporting their choices in life.

When isolation is used by someone who has bad intentions, it is a very dangerous tool.

On a more reputable level, isolation can be used for say sales or business.

The use of mental isolation works effectively with customers and clients who you see on a regular basis. Creating lots of small interactions tends to engender loyalty. An excellent example of this is the cafe business. It has become incredibly competitive. There are many choices from international chains, local chains and locally owned mom and pop establishmetns.

Recently I was in a locally owned cafe where the owner sparked up a conversation and suggested their product was not generic, it was high quality and didn't cost a fortune like the most famous national chain. If you are invested in a home grown, grass roots type of existence, this remark might be preaching to the choir. Alternately, if you're someone who doesn't pay much attention to things like that, then it might plant a seed or it might just float right past you.

Some religions use isolation in terms of imposing rules about what is and what is not okay to talk about with non-members or "outsiders".

I'm not making any judgments about religion here, just so you know. I consider myself to be a very spiritual person. I'm simply pointing out, as a way to illustrate persuasion, some of the ways these organizations sue isolation to indoctrinate their members.

Shared experiences create psychological isolation in a way too. In business this can be experienced through a group retreat or conference. It's benign, but still a shared experience. Shared tragedy has the same effect of bonding. Think of Katrina survivors, 9/11 wives, Gulf War veterans. All groups have strong bonds having experienced something extraordinarily emotional and intense together.

The final strategy in isolation is to 'predict the future'. Sales people do this all the time in response to the 'shop around' objection. "Sure, go ahead. But X shop doesn't have our selection (return policy, prices, etc.)" Cults use this all the time, telling new members that their "choice" in joining will be ridiculed by friends and family. The cult leaders offer this as "proof" that the new member's family and friends obviously don't care about them as much as the group does. 'If they really cared about you, wouldn't they be glad that you found something to make you happy?'

As with all of my work, I urge my students to use it ethically, honestly and with integrity.