Wannabexcite is one of the working consumers who devote knowledge, time, effort, and amulet collections, etc., to strengthen their faith in venerable monks. Although their discourses and participation may influence increases in amulet prices or the desires (Kilesa) of possession, they do not intend to sell their amulet collections. Instead, they are willing to provide amulets free or at cost. Furthermore, the evidence can be seen from Wannabexcite’s response to other members when they ask for information or help. With reciprocity and voluntarism (Mathwick et al. 2008), members have chances to collect amulets and learn more about the brand story and myth of venerable monks. For working consumers like Wannabexcite, the more work they do, the prouder they are and more satisfaction they gain. These actions contribute to form the myth of brand value.