Some of these factors are as follows:
1- Fear of Taghut (oppressors):
One factor that leads to deviation is being afraid of Taghut. According to the Holy Quran, “Pharaoh said, ‘If you put forward any god other than me, I will surely put you in prison.’” (Verse 29 of Surah Ash-Shu’ara)
So people obeyed him out of fear.
2- Prejudices and biases:
Sometimes interest in something or loving someone causes one to forget God.
The Holy Quran says: “They (the Jews) take their rabbis and monks as lords besides Allah, and the Messiah, son of Mary, though they were ordered to worship but one God, there is no god except He. Exalted is He above that they associate with Him!” (Verse 31 of Surah At-Tawbah)
3- Wrong Hope:
Sometimes people rely on those other than God in the hope of getting help or a status. The Holy Quran says in this regard: “They chose idols besides God in the hope of receiving help from them, but they will not be able to help them.” (Verse 74 of Surah Yaseen)
In another verse, God says: “And they have taken gods, other than Allah, that they might be a power from them.” (Verse 81 of Surah Maryam)