Why do ordinary citizens believe in an autocratic ideology? Why do people follow their autocratic leader? How can autocrats win the hearts and minds of their people, securing their support? This chapter seeks to absorb the manifold responses that have been given to these questions in the last decades. It theorizes the role of ordinary citizens in autocratic regimes, illuminating the legitimacy claims of autocratic rulers on the one hand and the popular beliefs in these legitimacy claims on the other hand. Drawing on a rich repository of previous research, it highlights the two strategies of autocracies to deal with their people. Autocracies might either overwhelm their citizens through mass-level political indoctrination or systematically underwhelm them, keeping them satisfied and apolitical. While the former relies on ideational legitimation, the latter refers to socioeconomic performance and a managerial, technocratic style of rule. Both strategies share the goal of thwarting the risk of public protest.