These leaders may be political, religious, or ideological. Many people are looking for a group to belong to. They fear going it alone. They wish to be subservient to an authority outside themselves. This can be fulfilled by a group that they perceive to be strong in contrast to their self-perception which they consider to be weak.
Most groups also have an anti-group.
This is a corresponding group that they perceive to be against them. Some leaders are the champion of limiting ideas. If believed, these ideas will lead their followers into nightmare-like experiences.