82 The Urge to Splurge (Study 3). Therefore, we feel confident to conclude -based on our study in total- that mindfulness seems not to affect impulse buying urges or behavior. Finally, a third point of critique pertains to a possibly more fundamental problem: the operationalization of mindfulness. Although many studies, including the present one, use the four dimensions of mindfulness in their operationalization (attention, awareness, present focus, and acceptance), the question is whether this sufficiently covers the core of mindfulness, as is meant in Buddhist philosophy. As argued, the current operationalization of mindfulness partially overlaps with the core constructs of impulse buying. Buddhist mindfulness involves gaining insights and being enlightened by one’s desires (Hyland, 2014). It is plausible that if mindfulness was operationalized more closely to this definition, different results might have emerged. It is not difficult to argue that being free from desires negatively affects impulse buying behavior. Conclusion In contrast to what is often suggested in research on mindfulness, mindful people may not buy less on impulse than less mindful people. The negative relationship between trait mindfulness and impulse buying trait, which has been found multiple times in both this study and previous studies (e.g., Park & Dhandra, 2017; Geiger, Grossman, & Schrader, 2019; Dhandra, 2020), might be the results of self-presentation bias. More research on mindfulness and impulse buying is necessary to draw robust conclusions on this relationship. This study underpins the importance of further exploring this relationship and not to draw conclusions only from studies that might rely too heavily on correlation studies and self-reporting. It also encourages fellow researchers to study the effects of mindfulness and other possible interventions on impulse buying behavior, emphasizing the potential benefits for both consumers and the environment in mitigating such behavior.
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