What's your reason?

The Economist cites Martin Lindstrom, author of Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, who says

...brandbuilders can learn from organised religion, where sensory experiences (the smell of incense, the cry of the muezzin or the taste of a sacramental wafer) have been blended for centuries to bind consumers closer to the faith.

It just goes to show how people get different things out of their participation in religion. While one reason I might cite for not believing is all the horrors of life, one of my students recently wrote that that was the reason she believed.