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Same thing that cults and religions prey on. People are disillusioned and disgusted with western capitalism, materialism, and greed. They look for something that suits their spiritual needs, since their material and physical needs have been met.
Add that to the fact that combat is exciting, as well as going on a campaign. Exhilarating. Group psychology comes into play too. They join a mass of people with similar disillusionment, goals, ideology, they feel that they are part of something greater.