James B. Twitchell looks at why some churches thrive and others shrink and notes it reflects some classic customer psychology. An excerpt from a review of Twitchell's book:
Another key to product success, Mr. Twitchell argues, is "innovations in supply." Thus megachurches offer playgrounds, coffee shops and a mall's worth of services. But megachurches have also, crucially, found ways of attracting men. Just as department stores put men's products near the entrance because they know that men are the hardest customers to draw into a retail space, so megachurches, Mr. Twitchell says, have catered to men's interests.
Citing Bill Hybels, the pastor of Willow Creek Church in Chicago, Mr. Twitchell explains: "Men are the crucial adopters in religion. If they go over the tipping point, women follow, children in tow." So now megachurches sponsor sports ministries and groups whose members ride motorcycles together. The language of prayers and sermons has moved away from a condescending lecture tone and taken up sports metaphors instead, asking congregants, for instance, to step up to the plate and help the team. In such a way are men induced to buy the megachurch product.