“…In contrast -given that every religion carries a range of stipulations about how to live, how to behave, and what to believe -we conjecture that dysphoria might be most useful for ensuring that adherents pay closer attention to the meaning of rituals, the analogical connections between them, and their salience in everyday life. In terms of (cultural) evolutionary success (Whitehouse, 2008), we can speculate that the most successful religions (in terms of the capacity to attract followers, keep them, and spread into new territories) are likely to be those that offer an optimal combination of euphoria and dysphoria (see Whitehouse, 2004). However, in the mind of a ritual participant, there is likely a complex interplay between pain, pleasure, and the socio-cognitive meaning of the ritual (cf.…”