This chapter argues that leader personality cults are typically produced by a specific set of mechanisms of flattery inflation. It describes how loyalty signaling, emotional amplification, and direct production mechanisms can combine, under specific circumstances, to transform ordinary flattery into full-blown practices of ruler worship. And it argues for attending to the specific conditions that make possible the operation of these mechanisms, showing how patronage relationships in particular provide fertile ground for the emergence of personality cults. Moreover, the chapter argues that both ancient and modern leader cults depend on similar mechanisms, despite clear differences in context and function. I illustrate the operation of these mechanisms with many
modern examples and an extended disussion of one ancient example, the abortive cult of Caligula
during the Roman Principate.

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