Religion in neoliberal times: The global spread of marketization, implications for religion, and future research directions
本文综述跨学科研究，将市场化视为大趋势，分析其全球传播如何通过去传统化、再公共化、去分化、去地域化四种方式影响宗教，并为消费研究中的宗教研究提出六个未来方向。
Marketization is a profound force transforming societies, including how people relate to and practice religion. Drawing from a synthesis of interdisciplinary studies, we approach marketization as a megatrend, explicating how its global spread beyond the advanced economies of the United States and Western Europe is leading to significant changes in religion and its marketplace articulations. We identify four specific ways in which marketization’s global spread influences religion: detraditionalization, re-publicization, dedifferentiation, and deterritorialization. We map these four areas of influence at the intersection of religion and consumption. In so doing, we identify several under-theorized areas in consumer research and offer six future research directions: (1) new non-institutional stages of religious performance, (2) transhumanism as a new religion, (3) new religious authorities, (4) transnational networks of religious service movements, (5) prosperity religion in non-Western and non-Christian contexts, and (6) resistance to marketization. We advance marketing theory by drawing attention to the megatrend of globalizing marketization that we argue should inform the future of the study of religion in consumer research.