I wonder if there have been any scholarly research done that looks at what is actually being offered underneath the doctrines, beliefs, etc. What I mean by this is - the literalist view also offers something that the more progressive theologies don't: certainty. Humans crave certainty. And those churches are offering it. Certainty gives people a sense of knowing and control. People generally don't like to be not in control or not knowing, which is what more liberal theology says.