Abstract
In response to the growing interest in mindfulness in consumer engagement, this study explores Ellen Langer’s ideas about socio-cognitive mindfulness and how it might help people feel better about themselves in consumer situations. Utilising two separate surveys to study hypotheses with two groups of participants, one of 307 people and the other of 289 people, the research investigates the hypothesised relationships of mindfulness, spiritual values and types of personality with their impacts on product attitudes and purchase intentions.Employing customised surveys, namely, the mindfulness application (MINDFUL app) survey and the Holiday Sanctuary Resort survey, with responses measured on Likert scales, the study methodically assesses the relationships between variables. Data analysis was conducted using IBM SPSS Statistics (SPSS) and Andrew Hayes’ macros, enabling a comprehensive understanding of these relationships' mediating and moderating influences. As primary data collection instruments, the surveys methodically gather data to explore the mediating and moderating influences within these relationships. The quantitative analysis uncovers vital factors facilitating consumer decision-making, shedding light on the complex dynamics between mindfulness, spirituality, and personality types in consumer behaviour.
The study’s findings offer significant theoretical contributions to the field of mindfulness in marketing, along with practical guidance for marketers in developing resonance-based strategies that are ethically aligned. These strategies are tailored to effectively engage with consumers who demonstrate a blend of spiritual inclinations and mindfulness.
In summary, this research presents compelling evidence highlighting the influential roles of spiritual materialism and extroversion in enabling mindfulness to shape consumer responses positively. These insights are critical in guiding future marketing strategies and practices, reflecting evolving trends in consumer behaviour.
Date of Award | 28 Nov 2024 |
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Original language | English |
Supervisor | Rajat Roy (Supervisor) & Kuldeep Kumar (Supervisor) |