Auspiciousness: Coping With Kratophany

Kratophany is the simultaneous devotion to, and fear of, the sacred (Pimentel and Reynolds 2004). It is experienced because the efficacious power of the sacred is unpredictably multi-valenced: it can be manifest in benevolent and/or malevolent ways (Belk and Wallendorf 1990). Our interpretive paper extends the consumer research literature by examining how Hindu Indians use auspiciousness, a favorable state that bodes well for the future, to cope with kratophany. Auspiciousness serves as a control mechanism that beckons benevolence, and a protective mechanism that wards off malevolence. Auspiciousness can be transferred, permitting the task of generating auspiciousness to be sub-contracted. 


Karen V. Fernandez, Ekant Veer, and John L. Lastovicka (2007) ,"Auspiciousness: Coping With Kratophany", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 704-708.


Karen V. Fernandez, University of Auckland, New Zealand
Ekant Veer, University of Auckland, New Zealand
John L. Lastovicka, Arizona State University, United States


NA - Advances in Consumer Research Volume 34 | 2007

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