Title: Myths and mythology regarding money, wealth and acquisition

Authors: Shruti Mishra; Sujata Shahi

Addresses: IILM University, Gurgaon, Haryana 122003, India ' IILM University, Gurgaon, Haryana 122003, India

Abstract: The main aim of the paper is to understand the myths, mythology, and stories that exist in the Indian subcontinent and how they affect our daily decision-making skills. The findings from the study would give us an insight on the psyche behind consumer interaction with money. What money means to the common man and the cultural space that they operate from. The paper talks about myths and mythology that has been studied in the past. There are certain myths and folktales which are local and undocumented which have not been covered here. It is important to understand that the findings from such a study would give direction to decision makers and managers of popular brands (both national and international/global brands), while designing, communicating and marketing products for the Indian market or the Indian consumers. Each culture is unique and hence it is important to understand the cultural truth that a particular society believes in, the paper helps in this regard.

Keywords: myths; mythology; money; wealth; acquisition; psychology; psyche.

DOI: 10.1504/IJICBM.2023.132450

International Journal of Indian Culture and Business Management, 2023 Vol.29 No.3, pp.403 - 416

Received: 28 Jun 2021
Accepted: 21 Mar 2022
Published online: 20 Jul 2023 *

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