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 language | English |
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Title of host publication | 2024 AMA Winter Conference |
Subtitle of host publication | PROCEEDINGS |
Editors | Samantha Cross, Alok Saboo |
Place of Publication | Florida, USA |
Publisher | American Marketing Association |
Pages | 510 |
Number of pages | 511 |
Volume | 35 |
ISBN (Electronic) | 978-0-87757-018-9 |
ISBN (Print) | 978-0-87757-018-9 |
Publication status | Published - 2024 |
Event | 2024 AMA Winter Academic Conference: Unlocking Our Potential - Florida, Florida, United States Duration: 23 Feb 2024 → 25 Feb 2024 Conference number: 35 https://www.ama.org/wp-content/uploads/2024/02/2024-Winter-AMA-Proceedings_Feb-28-2024.pdf |
Conference
Conference | 2024 AMA Winter Academic Conference |
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Country/Territory | United States |
City | Florida |
Period | 23/02/24 → 25/02/24 |
Internet address |
Keywords
- Mindfulness
- Mindful Consumption
- Compulsive Buying
- Hedonic Buying