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EMAC 2024 Annual


Consumer Value of Mindfulness Experience and Quality-of-Life through a Transformative Service Research perspective
(A2024-119407)

Published: May 28, 2024

AUTHORS

BERTA TUBILLEJAS-ANDRÉS, UNIVERSIDAD DE VALENCIA; Jessica Stanton, University of North Carolina Wilmington; Martina Gallarza, University of Valencia

ABSTRACT

This work studies Mindfulness practice as a Transformative Service, both focusing on obtaining higher levels of Quality-of-Life. It proposes Consumer Value as a relevant tool for understanding and measuring Mindfulness as a complex and multidimensional experience. Based on an online sample of 201 Mindfulness practitioners in Spain and USA, PLS confirms a four-order structure of eight value dimensions comprising extrinsic (functional and social) and intrinsic (hedonic and altruistic) dimension, with direct effects on Quality of Life. The multigroup results reveal nuanced connections between Consumer Value and Quality-of-Life: no significant differences by gender, by type of practice (meditation vs. others) or frequency (daily/weekly or other), but stronger effects for youngers, and for people practicing online (vs. in presence). This study opens new avenues in the expanding influence of Mindfulness practices around the world, underscoring the importance for marketers and researchers to understand its practice through the lens of Consumer Value dimensionality.