Keyword: «the cult of personal success»

The article examines the phenomenon of the personal success cult in contemporary society, its impact on value system formation and psychological consequences for individuals. It analyses the mechanisms of promoting the idea of success through mass media, social networks, self‑development industry and corporate culture. Special attention is given to psychological manipulation techniques based on cognitive biases (confirmation bias, survivorship bias) and emotional impact (guilt, shame). The negative consequences of blind adherence to the success cult are described, including emotional burnout, financial losses, social isolation and distortion of life values. The concluding section offers strategies for protection against manipulations: developing critical thinking, mindfulness, forming healthy habits and realistic goals. The conclusion states that while the success cult can serve as a growth stimulus, its manipulative use poses serious risks to psychological well‑being.