Businesses use a variety of marketing tactics to attract new customers and keep them. These tricks are designed to make you feel special, like you’re part of a group. The lure can be mighty powerful.

In this episode, a conversation with digital media expert Mara Einstein about how promotional strategies and social media can be deceiving and addictive. In her book, Hoodwinked: How Marketers Use the Same Tactics as Cults, Einstein explains why she believes marketers often use the same tactics as cult leaders to entice new customers. It’s an interesting half hour.