MINDFUL CONSUMPTION MEDIATES EFFECTS OF MINDFULNESS ON COMPULSIVE BUYING AND HEDONIC BUYING

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Abstract

Practice-oriented magazines as well as marketing gurus suggest use of mindfulness in marketing and the rise of mindful consumption. Existing literature shows negative impact of mindfulness on compulsive buying and hedonic buying, but the mechanisms of these effects are yet to be fully explained. Literature calls for finding mediators on such effects of mindfulness. We aim to explore the mechanism of these effects using a cross-section study. We conducted this research to evaluate if mindful consumption may help in explaining the effects of mindfulness on compulsive buying and hedonic buying. Using a cross-section study, we identified the mediation role played by mindful consumption. The effect on compulsive buying is explained by mindful consumption but the effect on hedonic buying is reversed when it is mediated through mindful consumption due to its components of awareness and caring both of which act differently from temperance in consumption
Original languageEnglish
Title of host publication2024 AMA Winter Conference
Subtitle of host publicationPROCEEDINGS
EditorsSamantha Cross, Alok Saboo
Place of PublicationFlorida, USA
PublisherAmerican Marketing Association
Pages510
Number of pages511
Volume35
ISBN (Electronic)978-0-87757-018-9
ISBN (Print)978-0-87757-018-9
Publication statusPublished - 2024
Event2024 AMA Winter Academic Conference: Unlocking Our Potential - Florida, Florida, United States
Duration: 23 Feb 202425 Feb 2024
Conference number: 35
https://www.ama.org/wp-content/uploads/2024/02/2024-Winter-AMA-Proceedings_Feb-28-2024.pdf

Conference

Conference2024 AMA Winter Academic Conference
Country/TerritoryUnited States
CityFlorida
Period23/02/2425/02/24
Internet address

Keywords

  • Mindfulness
  • Mindful Consumption
  • Compulsive Buying
  • Hedonic Buying

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