Why are some sociologists critical of the religious economy approach to looking at religious involvement?

Question

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Some sociologists criticize the religious economy approach because they argue that it overestimates the extent to which people rationally choose among different religions, as if they were shopping for a new car or a pair of shoes. They argue that religious beliefs are often deeply ingrained and personal, and cannot be reduced to simple economic choices.

Why Are Some Sociologists Critical of the Religious Economy Approach