The Role of Mindfulness in Consumer Behavior

Frederic Brunel, Boston University
Weimin Dong, Boston University

The Role of Mindfulness in Consumer Behavior 

Abstract


This research calls for consumer researchers’ attention to the potential role of mindfulness, as either a psychological trait or state. In this presentation, we provide (1) a general review and description of the mindfulness construct, (2) a discussion of how mindfulness can be used in consumer research (e.g., information processing, decision making, consumer welfare), (3) results from an advertising persuasion study where mindfulness is shown to moderate persuasion routes, and (4) an overall discussion of our on-going research program as well as further research areas for this construct.
[ to cite ]:
Frederic Brunel and Weimin Dong (2006) ,"The Role of Mindfulness in Consumer Behavior", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 276-278.