growth

• Heelas: appeal to highly educated more affluent people because something is missing from their lives so they seek these groups to fill the gap
• Giddens and Bruce - traditional religions have watered down their beliefs to fit in with a more secular society, NRMs offer comfort and community as well as spiritual and firm beliefs no longer offered in mainstream religions
• Stark and Bainbridge: those suffering a subjective feeling off being deprived or lacking something
• Wallis: marginality may cause status frustration: appeal to young people because membership can provide support for an identity and status independent of school or family