He notes that consumer purchasing decisions are not just based on logic, but also have an emotional component; and an emotional predisposition towards a brand will give it an advantage even if the competition has more features or is less costly. Accordingly, marketers need to tap into this "need to belong and make meaning" (p. 199) that humans have by exploiting it through cult branding. He goes on to say that brands can be new centers of community, and that he has studied cults because they are the most extreme form of community; yet some brands have a cult-like following because "brands have the capacity to generate cult-like fanaticism" (p. 200). He notes that some marketers are disillusioned by the idea of consumerism replacing traditional community institutions, and that others are skeptical that a brand can satisfy such a complex human need. The author, however, believes that brands are "credible sources of community and meaning" (p. 201) because we live in a spiritual economy. He states that consumers and producers are part of belief systems, just as traditional religions are.