70 The Urge to Splurge Uncertainties in the suggested effect of mindfulness on impulse buying. Although trait mindfulness and impulse buying trait seem negatively related (e.g., Dhandra, 2020), the potential effect of mindfulness could be questioned from both theoretical and methodological points of view. Theoretically, the definitions of mindfulness and impulse buying partially overlap. This overlap makes it plausible to argue that some dimensions of mindfulness could enhance impulse buying behavior, instead of decreasing it. For example, being in the here and now (present focus) and acceptance, both of which are vital characteristics of mindfulness (e.g., Lu & Huffman, 2017; Park & Dhandra, 2017), also play important roles in the process of impulse buying. When making impulse purchases, individuals often fail to consider the future ramifications of their actions (e.g., Amos, Holmes, & Keneson, 2014). Consequently, they may find it easier to accept their cravings during impulsive buying episodes, leading them to act on their urges rather than engage in self-regulation processes (Friese & Hoffman, 2016). Furthermore, Szasz, Szentagotai, and Hofmann’s (2012) study, which observed that smokers who were instructed to accept their emotions linked to smoking experienced stronger urges to smoke compared to those who focused on the consequences of smoking, further reinforces this argument (also see Leigh, Bowen, & Marlatt, 2005; Alberts, Thewissen, & Middelweerd, 2013). Therefore, the literature seems to be divided on whether (the dimensions of) mindfulness potentially diminishes (e.g., Evans, Baer, & Segerstorm, 2009) or enhances (e.g., Friese & Hoffman, 2016) acting upon feelings of desire (to buy on impulse). From a methodological perspective, it can be stated that the notion that mindfulness could reduce impulse buying behavior relies too heavily on correlational studies and self-reporting. Impulse buying is associated with negative traits such as recklessness (Chen, Chen, & Lin, 2020), irresponsibility (Gao, Zeng, & Cheng, 2022), and immaturity (Fu & Hsu, 2023). By contrast, mindfulness is associated with wisdom, happiness, and inner peace (Karunamuni & Weerasekera, 2019). Therefore, it seems plausible that people are more eager to portray themselves as mindful than impulsive. Since mindfulness is arguably seen as a more appealing trait than impulsiveness (e.g., Chen, Chenn, & Lin, 2020; Karunamuni & Weerasekera, 2019), self-presentation bias can occur when asking people about it using self-report scales. This could translate to respondents answering consciously or unconsciously from an ideal-self perspective instead of an actual-self perspective. In other words, a gap may exist between what people say and how they act. Therefore, measuring only self-reported dispositional mindfulness and impulse buying trait might produce misleading results that overestimate the impact that mindfulness could have on decreasing impulse buying behavior. Furthermore, drawing from both the self-completion theory (Gollwitzer, Wicklund, & Hilton, 1982) and the self-discrepancy theory (Higgins, 1987), it can be posited that individuals who aspire to portray themselves as mindful may also strive to align their responses with what they perceive to be indicative of a mindful lifestyle. This inclination may be particularly pronounced when responding to inquiries that solicit self-insight. Arguably, they would like to portray themselves as well-considered people who are not susceptible to impulse buying but rather buy responsibly, since mindful people are not considered impulsive
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