The Effects of Mindfulness on Sensory Marketing: The Role of Mental Imagery Vividness and the Sensory Type Number
Mindfulness refers to paying attention to the present sensation, attention, and thoughts without judgment and is proven to enhance sensations. Although researchers began to investigate the role of mindfulness in consumer decision-making, few studies pay attention to the impact of mindfulness on the...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2023-03-01
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| Series: | Behavioral Sciences |
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| Online Access: | https://www.mdpi.com/2076-328X/13/3/227 |
| _version_ | 1797613478210437120 |
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| author | Bingcan Li Yi Jiang Yuanzhi Wu Lei Wang |
| author_facet | Bingcan Li Yi Jiang Yuanzhi Wu Lei Wang |
| author_sort | Bingcan Li |
| collection | DOAJ |
| description | Mindfulness refers to paying attention to the present sensation, attention, and thoughts without judgment and is proven to enhance sensations. Although researchers began to investigate the role of mindfulness in consumer decision-making, few studies pay attention to the impact of mindfulness on the effect of sensory marketing. In the current study, we investigated whether and how mindfulness enhances the purchase intentions of sensory marketing products. We conducted three studies (<i>n</i> = 593) to test our hypotheses. The first study tested the correlation between trait mindfulness and the purchase intentions of sensory ads. The results showed that the level of trait mindfulness and purchase intentions were positively correlated. The second study primed the state mindfulness of participants and demonstrated that high-level state mindfulness enhanced purchase intentions, which was moderated by the number of sensory types. The third study further tested the mental imagery vividness and proved the mediating role of vividness between state mindfulness and purchase intentions. The current study shows the enhancing effect of mindfulness on purchase intentions. This effect is moderated by the number of sensory types and mediated by the vividness of mental images. Our study illustrates the critical contribution of mindfulness to promoting sensory marketing. |
| first_indexed | 2024-03-11T06:55:22Z |
| format | Article |
| id | doaj.art-4d98b6075a9043af82ae96c4d6d8ea73 |
| institution | Directory Open Access Journal |
| issn | 2076-328X |
| language | English |
| last_indexed | 2024-03-11T06:55:22Z |
| publishDate | 2023-03-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj.art-4d98b6075a9043af82ae96c4d6d8ea732023-11-17T09:37:50ZengMDPI AGBehavioral Sciences2076-328X2023-03-0113322710.3390/bs13030227The Effects of Mindfulness on Sensory Marketing: The Role of Mental Imagery Vividness and the Sensory Type NumberBingcan Li0Yi Jiang1Yuanzhi Wu2Lei Wang3School of Psychological and Cognitive Sciences and Beijing Key Lab for Behavior and Mental Health, Peking University, Beijing 100080, ChinaSchool of Psychological and Cognitive Sciences and Beijing Key Lab for Behavior and Mental Health, Peking University, Beijing 100080, ChinaAcademy of Certifies Tea Master, Beijing 100871, ChinaSchool of Psychological and Cognitive Sciences and Beijing Key Lab for Behavior and Mental Health, Peking University, Beijing 100080, ChinaMindfulness refers to paying attention to the present sensation, attention, and thoughts without judgment and is proven to enhance sensations. Although researchers began to investigate the role of mindfulness in consumer decision-making, few studies pay attention to the impact of mindfulness on the effect of sensory marketing. In the current study, we investigated whether and how mindfulness enhances the purchase intentions of sensory marketing products. We conducted three studies (<i>n</i> = 593) to test our hypotheses. The first study tested the correlation between trait mindfulness and the purchase intentions of sensory ads. The results showed that the level of trait mindfulness and purchase intentions were positively correlated. The second study primed the state mindfulness of participants and demonstrated that high-level state mindfulness enhanced purchase intentions, which was moderated by the number of sensory types. The third study further tested the mental imagery vividness and proved the mediating role of vividness between state mindfulness and purchase intentions. The current study shows the enhancing effect of mindfulness on purchase intentions. This effect is moderated by the number of sensory types and mediated by the vividness of mental images. Our study illustrates the critical contribution of mindfulness to promoting sensory marketing.https://www.mdpi.com/2076-328X/13/3/227mindfulnesssensory marketingpurchase intentionmental imagery vividness |
| spellingShingle | Bingcan Li Yi Jiang Yuanzhi Wu Lei Wang The Effects of Mindfulness on Sensory Marketing: The Role of Mental Imagery Vividness and the Sensory Type Number Behavioral Sciences mindfulness sensory marketing purchase intention mental imagery vividness |
| title | The Effects of Mindfulness on Sensory Marketing: The Role of Mental Imagery Vividness and the Sensory Type Number |
| title_full | The Effects of Mindfulness on Sensory Marketing: The Role of Mental Imagery Vividness and the Sensory Type Number |
| title_fullStr | The Effects of Mindfulness on Sensory Marketing: The Role of Mental Imagery Vividness and the Sensory Type Number |
| title_full_unstemmed | The Effects of Mindfulness on Sensory Marketing: The Role of Mental Imagery Vividness and the Sensory Type Number |
| title_short | The Effects of Mindfulness on Sensory Marketing: The Role of Mental Imagery Vividness and the Sensory Type Number |
| title_sort | effects of mindfulness on sensory marketing the role of mental imagery vividness and the sensory type number |
| topic | mindfulness sensory marketing purchase intention mental imagery vividness |
| url | https://www.mdpi.com/2076-328X/13/3/227 |
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