Māyā—illusion; an energy of Krṣna's which deludes the living entity into forgetfulness of the Supreme Lord. That which is not, unreality, deception, forgetfulness, material illusion. Under illusion a man thinks he can be happy in this temporary material world. The nature of the material world is that the more a man tries to exploit the material situation, the more he is bound by māyā's complexities; This is a Sanskrit term of many meanings. It may mean energy; yoga-māyā is the spiritual energy sustaining the transcendental manifestation of the spiritual Vaikuṇṭha world, while the reflection, mahā-māyā, is the energy of the material world. The Lord's twofold māyā bewilders the jīva, hence māyā also means bewilderment or illusion. Transcendental bewilderment is in love, by which the devotee sees God as his master, friend, dependent or amorous beloved. The material bewilderment of the living entity begins with his attraction to the glare of the brahma-jyoti. That attraction leads to his entanglement in the modes of material nature. According to Bhaktisiddhānta Sarasvatī Ṭhākura, māyā also means that which can be measured. This is the feature of Lord Kṛṣṇa's prakṛti that captures the minds of scientific materialists. The Vaiṣṇava and Māyāvāda explanations of māyā are not the same. See Māyāvāda philosophy, Modes of nature, Spiritual world.