Market-based theories of religious vitality that focus on supply and demand and religious competition are referred to as

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Market-based theories of religious vitality that focus on supply and demand and religious competition are referred to as rational choice theories. These theories suggest that individuals make rational decisions about which religious organization to join based on the benefits and costs. They also emphasize the importance of competition between religious groups in promoting religious vitality.

Market-Based Theories of Religious Vitality That Focus on Supply and Demand