"God's all happiness, all bliss, and by chanting His names we connect with Him. So it's really a process of actually having a realization of God, which all becomes clear with the expanded state of consciousness that develops when you chant."

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The response that comes from chanting is in the form of bliss, or spiritual happiness, which is a much higher taste than any happiness found here in the material world. That's why I say that the more you do it, the more you don't want to stop, because it feels so nice and peaceful.

— George Harrison