Shopping for God: How Christianity When From In Your Heart To In Your Face - James B. Twitchell

Modern day Christians consume religion—that is, they buy and sell the religious experience. And modern day church leaders, noting this tendency among Christian consumers, have mastered the art of selling religion. In this book, James B. Twitchell, professor of English and advertising at the University of Florida, examines the effect of the free market on religious beliefs. Perhaps no other aspect of American culture has had a more profound impact on the American religious experience than the free market economy. argues that the reason religion is doing so well in the United States (in contrast to Europe) is because Americans do a better job of selling religion: “The free market in religious choice has increased the levels of religiosity. That’s because in highly competitive markets suppliers have to stay on their toes, be innovative, be resilient, and always be selling” (29). For my extended survey of this book, click HERE.