Individuals in a position of power have the greatest influence in our decision making because, subconsciously, they are seen as a role model and an authority due to their status in society . Prejudice is what can happen when people bend too easily to what the majority, or even a convincing leader figure, has to say about groups that differ from their own. This is how cults arise, as a charismatic leader often influences people to share his or her beliefs. This fear of not fitting in with the group or of being looked down upon by the leader figure will often lead a person to adopt the same beliefs just to stay in the group.