Toward a divine economic system: Understanding exchanges in a religious consumption field

Abstract

Marketing theory on exchanges is dominated by market/nonmarket exchanges and their hybrid versions. However, unlike these relatively more secular exchanges, little is known about religious exchanges or “gifts-to-gods” in marketing theory, in spite of evidence to indicate its overwhelming presence around the world. Using the context of a Pentecostal consumption field, this article examines three forms of religious exchanges—exchange with the church (institution), exchange among church members (communal pooling), and exchange with God (sacred) and how they influence the consumption of religion in this context. Instead of market/nonmarket economic systems, the article advances a divine economic system—a system of exchanges governed by divine agents (gods, spirits, saints), which centralizes and legitimizes these religious exchanges. This article extends marketing theory on exchanges, reciprocity, and the consumption and marketization of religion.