Abstract: Neo-Pentecostalism is notable for its emphasis on “prosperity theology,” the belief that economic prosperity is available to the faithful. Members give monetary offerings in exchange for later blessings of financial prosperity. Despite the faith’s rapid growth worldwide, the influence of prosperity theology on believers’ lives is still being understood. This mixed-method study examines Brazilian neo-Pentecostal rituals through the dual paradigms of religious signaling and cognitive dissonance theory. Signaling theory posits that costly behaviors, such as giving significant sums of money, are honest signs of an individual’s intent toward group cooperation. Cognitive dissonance theory suggests that individuals will justify the costly signals required by overvaluing membership in the group. The integration of these two approaches provides a comprehensive model for costly ritual participation by addressing both social and individual motivating factors. This study furthers our understanding of neo-Pentecostalism by examining how prosperity theology rituals influence behaviors, cognitions, and the psychological well-being.