Historically we all long for connection and not only connection we want a community and when we have a community we want to have some control and power. We strive for a status in the community and we want to race to the ranks of the community.
People who are into cults and new religious groups are generally people who come from deprived part of the society. People who are discriminated join some kind of cult or a community which gives them some identity. They get a sense of control over their life by following the rules and routine defined by the cult leader. They find themselves to be a valued member of a group who are following a common set of ideals and they find status it it.
Do read the Disclaimer