'Simon Price's study of the Roman Imperial cult in Asia Minor is, to my mind, the first wholly successful attempt to blend anthropology with ancient history … It must be said that on the scholarly side Price commands his vast and difficult material flawlessly … But that is the least of its merits. A totally original re-interpretation of the imperial cult in the light of anthropological thought and method, it is the first interpretation that really makes sense of this whole bizarre phenomenon. As a former adherent of the political interpretation of the cult, I have to confess that I felt the scales drop from my eyes when I read Price's book, and for the first time understood why the citizens of the Roman Empire did what they did in worshiping their rulers.' G. W. Bowersock, The New Republic