Desire for Wow, or Hacking the Happy

Abstract

In this chapter, we show how megachurches meet attendees’ desire for “wow” and awe. The data show that megachurch members are overwhelmingly “in love” with megachurch worship. Worship time is often an outward expression of praise and the sharing of joy—a time for generating collective effervescence. The collective effervescence evoked during the worship service is intensified by the fact that there are thousands of people contributing to it. Megachurch services are fields of wonder that energize and synchronize human bodies and feelings with remarkable acuity. The intense emotional energy produced prepares attendees for the pastor’s message, which follows the worship service.