Tithes, Offerings, and Challenges

Purpose: To understand how tithes, offerings and challenges - liturgical elements of neo-Pentecostal worship - can be used to boost consumption in a process that involves the financialization of faith in Brazil. Design/methodology/approach: Data collection was based on interpretive and qualitative research paradigms, initially focusing on observation. It also employed ethnographic characteristics, using field diaries and in-depth interviews with believers. Research, Practical & Social implications: The article sought to highlight some examples of standard practices in the segment and activities that reinforce the use of religious elements to encourage consumption, thus highlighting the association between money, consumption and faith in the Brazilian context. The study also reveals that the combination of tithes, offerings and challenges, applied obstinately and constantly, are catalyzing elements in pastors' speeches to inspire credibility, influence and dissuade the faithful to consume. Originality/value: The article contributes by shedding light on the relationship between consumption and faith and how the religious experience is transformed into a consumer good.