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A test of strictness and marketing upon church growth and health
Oosterhoff, Ronda Northwestern University 2006 해외박사(DDOD)
While the rumors of "worship wars" dividing North American Protestantism are not news, ongoing questions remain concerning the effectiveness of trading in traditional organs for electric guitars and hymnals for PowerPoint. The recent availability of the largest, inter-faith-group, congregational-level data set (n=14,021) and theory development concerning the evolving attractive power of "incarnational" worship experiences (Wuthnow, 2004) allow for a new test of "strictness" vs. "marketing" in predicting church growth and health. Strictness remains a stronger predictor of church growth and health than control variables such as suburban growth, income and education levels in the zip code area surrounding a church, and pastoral characteristics such as age and ministerial education. But the contemporary worship service---a relatively recent innovation in church marketing---is a stronger predictor of church growth and health than strictness. General marketing and interpersonal recruitment are stronger predictors than the contemporary worship service, however, and a hypothesized interaction between strictness and the contemporary worship service was significant only for predicting church health. The positive effect upon health of the contemporary worship was stronger in churches that were less strict than in churches that were more strict, contrary to a hypothesized relationship between "soteriological angst" and religious communication innovation.