I asked the Econ 17 ClassChat chatbot to write a blog post for me. I gave it this article from the Christian Post on June 18, 2025, about nearly half of American churchgoers attending more than one church, and the provided this prompt:
Consider an economics of religion blog that publishes blog posts for a general audience on current events in the world and how we can understand those blog posts using the economics of religion. Your task is to write a 400-500 word blog post for this economics of religion blog. In this blog post you must use the economics of religion to comment on the news article about churchgoers attending more than one congregation. The goal is to help readers understand how the economics of religion can be used to understand this phenomenon. The blog post should reference Top 10 Economics of Religion Principle 1 in making its presentation. It should also be factually correct and use correct economic reasoning as taught in the course.
Its output was too long, so I asked it to shorten the blog post, giving it some advice on what to cut. The end result is the following blog post.
The Rise of Multiple Church Attendance: An Economic Analysis
A recent study by the Hartford Institute for Religion Research reveals a striking trend: 46% of American churchgoers now attend more than one church regularly. This phenomenon, accelerated by the pandemic's expansion of online worship, offers a fascinating case study in how technological change and market dynamics reshape religious participation patterns.
Rational Religious Choice in Action
Top 10 Economics-of-Religion Principle 1 states that "individuals act rationally when making religious choices." The multiple church attendance phenomenon perfectly illustrates this principle while revealing significant changes in the costs and benefits facing religious consumers.
The Hartford Institute's findings demonstrate how technological innovation has fundamentally altered the economic calculus of religious participation. Previously, attending multiple churches involved substantial costs: additional travel time, scheduling conflicts, and potential social awkwardness from divided loyalties. These high transaction costs effectively limited most people to single-congregation participation.
However, the pandemic's acceleration of online worship has dramatically reduced these costs. Virtual services eliminate travel time, remove scheduling constraints, and reduce social friction. The 24% of respondents who combine in-person and virtual attendance are leveraging technology to access diverse religious goods while minimizing traditional participation costs.
From an economic perspective, these churchgoers are maximizing their utility by accessing diverse religious goods and services across multiple providers. One congregation might excel at inspiring worship music, while another offers superior children's programming or community outreach. The reduction in switching costs allows individuals to sample the best offerings from each, much like consumers who shop at different stores to find optimal products for their needs.
The study reveals that this behavior represents rational portfolio diversification in the religious sphere. Just as financial advisors recommend diversifying investment portfolios to reduce risk, some religious consumers are diversifying their spiritual portfolios to hedge against uncertainty while exploring different theological perspectives and worship styles.
The Economics of Religious Diversification
This trend reflects classic economic behavior under uncertainty. In a world where religious truth claims are difficult to verify—what economists call "credence goods"—attending multiple churches allows individuals to hedge their bets while exploring different theological perspectives and worship styles.
The Hartford study's finding that "one in five people who regularly participate elsewhere are doing so with a congregation of a different denomination or faith tradition" suggests that some individuals are engaging in what economists call "religious syncretism"—rationally combining elements from different religious traditions to maximize their spiritual satisfaction.
Implications for Religious Organizations
The rise of multiple church attendance presents both opportunities and challenges for religious leaders. While it may reduce the intensity of commitment to any single congregation, it also expands the potential market for religious services. Churches that embrace this trend by offering high-quality, distinctive programming may attract participants from well beyond their traditional geographic boundaries.
However, this shift also requires rethinking traditional models of religious membership, stewardship, and community building. Religious organizations may need to develop new strategies for fostering commitment and generating the resources necessary for their mission in an environment where loyalty is increasingly divided.
The Hartford Institute's research reveals that American religious behavior is becoming more sophisticated and market-oriented. Rather than representing a decline in religious commitment, the trend toward multiple church attendance may signal the emergence of more discerning religious consumers who actively seek to maximize the value they receive from their spiritual investments.
The chatbot's focus on Principle 1 is excellent because the pattern of attending multiple churches is definitely something that can be understood as rational decision making. The rise in virtual services dramatically lowered the cost to attending multiple churches, and some simple economic reasoning suggests more people may then want to attend multiple churches. The last section also makes some good points about how the rise of virtual services is an opportunity for religious suppliers to reach new people while also posing challenges for community building.
The weakest part of the blog post is the discussion of risk diversification. Risk diversification can certainly be a motivation for attending multiple churches (as discussed in the MM book), and it may be a motivation in this instance. However, there was only limited evidence in the article that risk diversification was a motivation. Instead, the motivation was primarily driven by limited time, convenience, and a preference for virtual services.
Overall, the Econ 17 ClassChat chatbot wrote a good blog post about an interesting topic of relevance to our class, and with some additional human editing, the blog post would have been even better. AI combined with the human editing is the way to get the blog post.