Interaction Rituals and Embodied Choice Theory

Abstract

We propose an embodied choice theory, which argues that people make reasonable choices based on the needs and demands of human experience. These choices are driven by cognitive systems that rely heavily upon information that comes from the body’s affective systems including affective somatic markers attached to prior experiences. Megachurches are successful because they meet human emotional needs by providing emotionally powerful interaction rituals. These rituals satisfy people’s individual desires while merging them with the desires of the group. In particular, for many people, megachurches meet six desires: acceptance, a sense of awe, a reliable leader, deliverance, purpose, and a community in which to belong.