77 Chapter 4 Measurements.9 In addition to trait mindfulness and impulse buying trait (see Study 1), Study 3 also measured impulse buying urges and impulse buying behavior. Impulse buying urges were measured by presenting the participants to an extensive list of various hedonic product categories. Participants were invited to do a task where they had to imagine that they received, unexpectedly, 500 Euro, which they had to ‘spend’ in total within a short time frame. They could choose how much they would spend on the following categories: clothing (M = 44.29, SD = 70.95), shoes (M = 20.19, SD = 38.42), going out for dinner (M = 39.82, SD = 59.88), city trip (M = 40,73, SD = 103.05), recreation (such as going to the zoo, M = 11.53.29, SD = 33.93), culture (such as going to the theater, M = 8.99, SD = 28.95), media (such as a new phone, M = 14.38, SD = 55.91), interior (M = 8.19, SD = 30.53), treats (M = 10.12, SD = 22.88), presents (for someone else, M = 23.85, SD = 60.74), jewelry (M = 3.95, SD = 17.19), hobbies (M = 15.77, SD = 55.99), or charity (M = 7.93, SD = 23.71). To measure whether participants would spend the total amount, there was also the option to put (the whole or part of) the amount aside for groceries, bills, or to save (M = 250.26, SD = 180.56). Impulse buying behavior was measured by asking the participants if they preferred to receive credits for their participation in the study (which they normally also receive when participating in studies and can be exchanged for money) or if they preferred to buy one of the listed hedonic products with the credits they otherwise would earn (cf. Moes, Fransen, Verhagen, & Fennis, 2022). We deliberately presented only hedonic products because they are more susceptible to impulse purchases than utilitarian products (e.g., Gültekin & Özer, 2012). Again, we included both sustainable and unsustainable products, since the literature indicates that mindful people are more prone to buy sustainable products (e.g., Brown & Kasser, 2005; Panno et al., 2018; Geiger, Otto, & Schrader, 2018). Respondents could buy one of six hedonic products (fair trade and biological chocolate bar, regular chocolate bar, biological flower seeds, regular bouquet, biological chips, and regular chips) with their credits. The selection of these six products was made based on 1) how popular they were in Study 2 (we chose the most appealing products or variations of those products), 2) their price (not too expensive, so their worth was somewhat comparable to the worth of the otherwise received credits), and 3) whether they were sustainable or not (we chose three product categories that each contained a sustainable and unsustainable option). 9 For readability purposes we discuss the variables in different order than in which we measured these constructs. For example, in Study 3, we measured behavior in the beginning of the survey and impulse buying trait at the end. Last, we asked about participants’ demographics. mindfulness was successful. Thirty-four undergraduate students were exposed to one of the video clips. After exposure, participants were asked about their level of attention, awareness, present focus, and acceptance, which are the four dimensions of mindfulness (Cronbach’s alpha for state mindfulness = .72). The results of the pre-test showed that people who saw the mindfulness instruction video were indeed more mindful afterward (M = 4.54, SD = .81) than those who were exposed to the control video (M = 3.40, SD = .89; beta = -.59, p = .017).
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