On the individual level, the linkage between faith and fear leads to desire and drives consumers to achieve their life goals. We do not consider consumer fear as an emotional aspect of the consumer experience (Havlena and Holbrook 1986). We instead view fear and desire as “Kilesa” (Wattanasuwan and Elliott 1999) or Buddhism moral’s drive of consumption. We found that consumers consume amulets to eliminate their fear of poverty, loneliness, death and any harm as mentioned in the following section. Faith is believed to modulate individual’s motivations–the primal ones of “fear” and “desire.”