As consumers are moving away from mindless consumerism, a mindful consumption literature has emerged that is based on Buddhist and psychological perspectives of mindfulness. While the idea of mindful consumption has great potential, there is little empirical research to date that comprehensively examines the consumer perspective on the role of mindfulness on consumption. To provide a grounded consumer perspective, the authors segment mindful consumption views from open-end text using a mixed method of clustering and text mining. By analyzing the segmentation structure, the authors discover various consumer views of mindful consumption, such as careful economic based consumption, monitoring activities of firms, and being informed about the impact of consumption choices. The authors compare the empirical results with the academic literature to provide directions for future research.

Prior research is limited that examines how consumers respond to artificial intelligence (AI) used by businesses and in marketing. Specifically, more research is needed that explores which consumers are more likely to support AI use in marketing as well as why this occurs to develop targeted marketing campaigns toward these consumers. Through three studies, our research addresses these gaps by testing the role of religiosity on AI evaluations. Study 1 shows that religiosity positively influences perceptions of AI in marketing, which is mediated by greater trust in AI. Study 2 primes religiosity to demonstrate the causality of the effects, showing that consumers exposed to a religiosity prime more positively evaluate companies and their employees when AI is used. Study 3 then better confirms the underlying mechanisms of these effects using a virtual conversational agent context by showing that higher religiosity consumers are more trusting of the unseen, which leads to greater trust of a company, and ultimately positively influences evaluations of companies using AI. We contribute to belief congruence theory in identifying the role of trust (specifically trust in the unseen related to AI) in the belief-behavior relationship. We also identify how marketers can use religious cues to increase trust in AI in marketing.

Interest in sustainability is increasing as a result of the stress placed by a growing global population on resources. Marketers are well positioned to understand the adoption of sustainable consumption. The influence of religiosity on sustainability has been studied although the findings are mixed. Our research aims to address that discrepancy and provide a better understanding of the role of religiosity in sustainable behaviors. Religiosity is influenced by cultural factors espoused by society at large. To gain insight into the relationship between religiosity and sustainability we utilized a mixed‐method approach to examine the dynamics of these relationships in three national contexts: The United States, Turkey, and Greece. We found that religiosity has a significant influence on sustainable behavior in cultures that are collectivist with a long‐term orientation. We also found that this effect is mediated by individuals' long‐term orientation. Our findings provide important theoretical contributions and help inform public policy.

This article examines the ways in which sci‐fi films help consumers understand the tradeoffs between personal privacy concerns and other societal concerns that arise due to new technologies. Drawing upon media priming theory, the authors present a conceptual framework and accompanying research questions that suggest how priming from a futuristic movie influences consumers sentiment toward technology and privacy, from its release date and throughout its availability on movie streaming services. Through a series of studies, including qualitative analysis and text‐based sentiment analysis of reviews in the IMBD database, the authors provide evidence to support this theoretical conceptualization. The findings demonstrate that online reviews are useful as a data source to gauge emotional intensity and text analysis of science fiction film reviews provides a useful methodology for understanding consumer perceptions about the future. Science fiction movies may help consumers frame privacy‐technology tradeoffs and take action to protect their privacy.

Climate change is a critical issue right now. Despite substantial work in academia examining this issue, more solutions are needed to encourage consumers to engage in more pro‐environmental behavior. In the current research, we explore the ability of awe, a unique and powerful self‐transcendent emotion, to motivate pro‐environmental behavior and green consumption. Using different methods to induce awe and assess the effect of awe on consumers' pro‐environmental behavior, we conducted three experimental studies. Across our studies, our results show that when consumers feel awe, they are more likely to engage in pro‐environmental behavior and consumption. Further, we distinguish among three kinds of awe (awe of nature, awe of God, and awe from man‐made wonders) and show that awe arising from nature and from God increases pro‐environmental behavior more than awe from man‐made wonders. In addition, a series of mediation analyses show that the effects distinguishing different sources of awe are best accounted for by different mediators rather than one common mediator; specifically these relationships are mediated by consumers' feelings of small self (i.e., diminished self‐concept) and their level of spirituality, respectively. Implications for how marketers and practitioners can best utilize the power of awe for encouraging pro‐environmental behavior are discussed.