Attempts to assess the theory of religious economies developed by Rodney Stark and his associates have generated an enormous secondary literature. For Stark himself, one beneficial effect has been a new paradigm in the study of religion that gives more emphasis to the social than to the psychological. A case is made here that key assertions in the theory have been falsified, that disconfirming evidence has been 'explained away' rather than explained and that the theory actually diverts attention from areas that might benefit from sociological scrutiny. But if all this is so, then why does that theory continue to command so much attention? Part of the answer is that the theory is perceived to work so well in particular contexts, and the context mentioned most often is early American religion. For that reason, the bulk of this article is concerned with taking a careful second look at Finke and Stark's The Churching of America. The evidence presented in that work turns out to be far less supportive of their general theory than is generally acknowledged. The final section of this article identifies some implicit ideological themes in the theorising by Stark et al. that likely account for its continuing popularity.2004 Elsevier Ltd. All rights reserved.For almost two decades now, the 'theory of religious economies' developed by Rodney Stark and a variety of associates has been the driving force, in one way or another, behind many empirical studies in the sociology of religion. Love the theory or hate it, there is no denying its influence. Still, influence can be beneficial or harmful, and now seems a good time to assess just how the Stark et al. theory has influenced the study of religion. In a recent retrospective of their own, Stark and Roger Finke (Stark and Finke, 2000, p. 35) suggest that one of the most important consequences of the theory of religious economies is that it has been instrumental in giving rise to a new paradigm in studying religion, the strength of which is that it puts far more