Keywords: Magic
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Journal Articles
Qualitative Market Research: An International Journal (2025) 28 (3): 408–451.
Published: 26 March 2025
... or believed to magically bring secular benefits while shunning misfortune. The research seeks to understand how auspicious consumption is perceived and practiced among Chinese consumers, distinguishing it from other metaphysical practices and addressing the relationship between cultural dynamics and modern...

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