LAUSR

Abstract There is a continuum from ordinary to excessive impulsive buying tendencies (IBT), and low self-esteem appears to be one of the major underlying motivators of this behavior that needs to be explored and controlled. Based on the results of two independent studies, the present study makes a novel attempt to demonstrate the possible relation between mindfulness, self-esteem, IBT and impulse buying behavior. The present work emphasize on the beneficial effects of mindfulness in enhancing self-esteem, which can curb impulsive tendencies and behavior. The effect of mindfulness on self-esteem and IBT is corroborated with two studies (n = 344/n = 328). The results from study 1 revealed that dispositional mindfulness (measured with Cognitive and Affective Mindfulness Scale–Revised scale) is related to IBT through self-esteem. The study 2 using serial mediation demonstrates that dispositional mindfulness (measured using Mindful Attention and Awareness Scale) relates to impulsive buying behavior through self-esteem and IBT. The findings of the present study highlight the importance of self-esteem in the relationship between mindfulness and impulse buying. This research offers a framework that can enable individuals to control their sudden urge to make impulsive purchases, using the positive effects of mindfulness and enhanced self-esteem.