The rational choice approach to religion draws a close analogy between religion and the market economy. Religious firms compete against one another to offer religious products and services to consumers, who choose between the firms. To the extent that there are many religious firms competing against each other, they will tend to specialize and cater to the particular needs of some segments of religious consumers. This specialization and catering in turn increase the number of religious consumers actively engaged in the religious economy. This proposition has been confirmed in a number of empirical studies.