Marketing strategist Douglas Atkin has spent years studying how certain customers show the same kind of devotion to their brands (such as Harley Davidson, iPod and eBay) as cult members do to their cults. Based on interviews with cult members and some of today's hottest companies, he has written a groundbreaking book about why people really join cults and how the same appeal draws die-hard Macintosh users. Whether demolishing old stereotypes or examining the strategies of successful brands, this book offers a lively view of the connection between religion and buying.