Peter Berger likens American religious institutions to commodities sold in the market place. As sales campaign means that ‘the “supernatural” elements are pushed into the background, while the institution is “sold” under the label of values congenial to secularized consciousness.’
Denomination has succeeded in attracting full houses ‘by modifying their product in accordance with consumer demands’ that is the demands of a secular society: This accounts for the differences in participate in organized religion between Europe and America.