65 Chapter 4 Composed and in control, that’s how we portray. Mindful and thoughtful, that’s what we say. Take a closer look, how we respond to a nudge, It might be the case; we buy equally as much. In this third empirical chapter we study the relationship between mindfulness (mediated mindfulness cues) and impulse buying urges and behavior. Moreover, we discuss the possibility of self-presentation bias in research on this topic. This chapter is a response to the contemporary societal development of the increasing attention to mindfulness and mindful consumption.
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