The Contemplative Consumer Identity: Bridging Spirituality and the Marketplace

We examine how online portals create a contemplative consumer identity. Spiritual entrepreneurs in the tarot reading market are called to integrate their inner selves to market offerings. Online portals empower entrepreneurs to develop individual tarot reading styles, reducing barriers to enter the spiritual market and enabling its growth.


Richard Kedzior and Daiane Scaraboto (2020) ,"The Contemplative Consumer Identity: Bridging Spirituality and the Marketplace", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 880-885.


Richard Kedzior, Bucknell University
Daiane Scaraboto, University of Melbourne, Australia


NA - Advances in Consumer Research Volume 48 | 2020

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