75 Chapter 4 Results. We performed a Pearson’s correlation test to assess the relationship between trait mindfulness and impulse buying trait (H1). Consistent with the results of Study 1, the test shows a negative correlation (Pearson correlatioN = -.21, p <.001), meaning that mindful people are generally less keen to buy on impulse (and vice versa). However, such a correlation was not found when people were asked about their urges to buy specific items. There was no significant relationship between trait mindfulness and the urge to buy specific items on impulse from the four purchase categories (sustainable products: Pearson’s correlatioN = .03, p = .575; unsustainable products: Pearson’s correlatioN = -.04, p = .435; sustainable experiences: Pearson’s correlatioN = -.06, p = .191; and unsustainable experiences: Pearson’s correlatioN = -.02, p = .674). Since the reliability of the purchase category ‘unsustainable products’ appeared low, we also analyzed the relationships between trait mindfulness and the four separate purchase items that the group contained. In line with the observed results, there were no significant relationships between trait mindfulness and the urge to buy specific items from the unsustainable product category (croquette: Pearson’s correlatioN = .04, p = .355; chips: Pearson’s correlatioN = -.08, p = .061; jewelry: Pearson’s correlatioN = -.04, p = .408; statuettes: Pearson’s correlatioN = -.02, p = .725). Thus, there seem to be no relationship between trait mindfulness and impulse buying urge (H2). Hypothesis 2 is rejected. Exploratively, we performed a linear regression to measure the relationships between impulse buying trait and the four separate dimensions of mindfulness. It appears that only attention (β = -.44, t (225) = -6.45, p <.001) plays a significant role in the observed correlation between trait mindfulness and impulse buying trait, meaning that the more attention people generally have for internal processes, the less likely they are to buy on impulse in general. Awareness, present focus, and acceptance are not significantly related to impulse buying trait. Interestingly, when analyzing the relationships between the four dimensions of mindfulness and impulse buying urges, two other dimensions played a significant role: present focus and acceptance. People who indicate that they generally live in the here and now are less likely to buy sustainable products (β = -.18, t (225) = -2.59, p = .01) and sustainable experiences (β = -.17, t (225) = -2.41, p = .017) on impulse. This relationship was not found between present focus and the urge to buy non-sustainable products and experiences. However, we find a relation between non-sustainable experiences and acceptance, meaning that the more accepting people are, the more likely they would purchase non-sustainable experiences on impulse (β = .18, t (225) = 2.36, p = .019). Discussion. Although a relationship was found between trait mindfulness and impulse buying trait, there is no relationship observed when people are asked explicitly to what extent they have the urge to buy specific items. In other words, these results indicate that mindful and less mindful people have an equal urge to buy various items on impulse. These results are consistent with the notion that self-evaluation questionnaires are sensitive to self-presentation bias, as explained in the theory-section of this paper (Paulhus & Vazire, 2007). Asking about impulse buying trait -with items such as ‘I often buy things without thinking’- could, arguably, lead to self-presentation bias. Asking about if someone wants to purchase a cer-
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