The consumer psychology of mind-wandering

Abstract

A large portion of life as a consumer is spent mind-wandering from one off-task, spontaneous, and imaginative thought to the next. Psychology research has thoroughly documented the various characteristics of mind-wandering, showing that this default state of mind occupies much of our waking life and shapes outcomes ranging from goal pursuit and decision-making to present-moment experience. However, consumer research has largely overlooked mind-wandering as a phenomenon and mechanism that shapes consumption. In this paper, we review existing literature and propose a conceptual framework that connects mind-wandering to consumer behavior through common triggers in consumer-relevant contexts that evoke diverse mental processes and culminate in consumption outcomes. We advocate for greater study of mind-wandering within consumer behavior and for its integration as a valuable perspective with applications across a wide range of marketplace contexts.