Marketing theory on exchanges is dominated by market/nonmarket exchanges and their hybrid versions. However, unlike these relatively more secular exchanges, little is known about religious exchanges or “gifts-to-gods” in marketing theory, in spite of evidence to indicate its overwhelming presence around the world. Using the context of a Pentecostal consumption field, this article examines three forms of religious exchanges—exchange with the church (institution), exchange among church members (communal pooling), and exchange with God (sacred) and how they influence the consumption of religion in this context. Instead of market/nonmarket economic systems, the article advances a divine economic system—a system of exchanges governed by divine agents (gods, spirits, saints), which centralizes and legitimizes these religious exchanges. This article extends marketing theory on exchanges, reciprocity, and the consumption and marketization of religion.

交易所的市场营销理论主要由市场/非市场交易所及其混合版本构成。但是，与这些相对较世俗的交流不同的是，尽管有证据表明其在世界范围内的绝对存在，但对于营销理论中的宗教交流或“礼物到神”知之甚少。本文以五旬节消费领域为背景，考察了三种宗教交流形式：与教堂的交流（机构），教堂成员之间的交流（社区集会）以及与上帝的交流（神圣）以及它们如何影响宗教消费在这种情况下。代替市场/非市场经济体系，本文提出了神的经济体系，即由神的代理人（神，灵，圣人）统治的交流体系，该体系使这些宗教交流得以集中和合法化。