This article analyzes the Czech followers of Reverend Moon using the viewpoint of rational choice theory. It focuses not only on this group as a specific religious organization with the characteristics of a sect, but also on how the institutional environment and its changes before and after 1989 affected this group's character, including its survival strategies. The diachronic dimension of our analysis helps to map (1) the changes in the strategies of the organization towards its own members, and at the same time (2) the changing character of the religious market. The Czech Republic's religious market underwent a transformation from a state-regulated to a partially deregulated environment. In our research, we test whether the members of this religious group fulfill the characteristics of a sect, as described by rational choice theory, which means determining: (1) the degree of tension with the social environment; (2) the degree of exclusion, conservatism, and participation; and (3) the degree of religious and social commitment to this organization. In addition to these descriptive aspects, we also focus on the strategies of this religious organization that are connected with the structure and dynamics of the religious market. All these aspects have their consequences for the level of this social group's social inclusion in Czech society.
Studie ukazuje kontrast mezi ekonomickým přístupem jdoucím ve šlépějích Garyho Beckera a přístupem behaviorální ekonomie. Důraz je kladen na metodologické srovnání obou alternativ a vyhodnocení potenciálu, který má behaviorální ekonomie pro uskutečnění paradigmatické změny na půdě ekonomického myšlení. Ukazuji, že behaviorální ekonomii se dosud nepodařilo nabídnout teoretickou alternativu homo economicus. Také její potenciál pro dlouhodobé překonání teorie racionální volby v oblasti predikčního úspěchu, který je pro ekonomy standardním kritériem vyhodnocování teorií, může být omezený., The study shows a contrast between the Beckerian economic approach and behavioral economics. The methodological comparison of both alternatives is emphasized as well as the assessment of behavioral economics' potential to cause a paradigm shift in economic thinking. I argue that behavioral economics was unable to offer a theoretical alternative to homo economicus so far. Also, its potential to overcome the rational choice theory in the long run predictive success that is the standard benchmark for theory evaluation in economics may be limited., and Petr Špecián.