Business Commons^™

Exploring The Effects Of Mindfulness In Marketing: Mindfulness, Ethics, Emotional Labor And Service Quality, Emma (Junhong) Wang

2019

Mindfulness, i.e., nonjudgmental, present-centered awareness and attention, finds its roots in ancient spiritual traditions, and is most systematically articulated and emphasized in Buddhism. Although arguably relevant to a variety of practices, mindfulness research is sparse in marketing literature. In particular, there is a shortage of empirical research on the application of mindfulness in marketing (Ndubisi, 2014). This dissertation follows a three-paper model to begin to address this shortage in marketing literature. Paper one uses the Service-Dominant Logic of Marketing and Moral Development Model as theoretical lens to discuss how mindfulness could be a viable approach to fostering ethical marketing behaviors. …