Megachurch: The Drug That Works

Megachurches are growing in size and number in the United States with no indication of slowing down. We argue that their success is due to motivating their congregations with emotional energy that stimulates intense loyalty and a desire to come back repeatedly to get recharged. Megachurches are like drug dealers offering members and nonmembers alike their next hit of emotional energy. Ritual life is critical for the generation of emotional energy, but so are the minimally counterintuitive ideas that capture attention, channel the emotional energy, and rally loyalty and motivation to keep coming back for more. However, these ideas are not sufficient on their own but need to be charged with emotional energy from rituals to inspire loyalty from participants.