Mindful Immersion: Curating Awe-Inducing Experiences to Increase Brand Salience

Figures & data

Table 1. Mindfulness elicitations.

Study	Hypotheses Tested	Elicitation	Operationalization
Study 1	H1	Open body awareness	Directing one’s attention nonjudgmentally to the sensations experienced within the body and noticing thoughts in the mind (Brown and Ryan 2003).
Study 2	H1, H2, H3	Body scan	Mentally scanning parts of the body to cultivate awareness and presence (Kabat-Zinn 2015).
Study 3	H1, H2, H3	Body senses	Focusing on the body senses (e.g., smell, sight, hearing) to direct attention to the body’s physiological processes (Siegel 2007).
Study 4	H1	Breath cue	Attention to breathing promotes attention and awareness of the body and environment, enhancing mental clarity (Jerath et al. 2015).
Study 5	H1

Figure 1. Conceptual model.

Brown, Kirk Warren, and Richard M. Ryan. 2003. “The Benefits of Being Present: Mindfulness and Its Role in Psychological Well-Being.” Journal of Personality and Social Psychology 84 (4): 822–848. https://doi.org/10.1037/0022-3514.84.4.822.

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Kabat-Zinn, Jon. 2015. “Mindfulness.” Mindfulness 6 (6): 1481–1483. https://doi.org/10.1007/s12671-015-0456-x.

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Siegel, Daniel. 2007. “Mindfulness Training and Neural Integration: Differentiation of Distinct Streams of Awareness and the Cultivation of Well-Being.” Social Cognitive and Affective Neuroscience 2 (4): 259–263. https://doi.org/10.1093/scan/nsm034.

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Jerath, Ravinder, Molly W. Crawford, Vernon A. Barnes, and Kyler Harden. 2015. “Self-Regulation of Breathing as a Primary Treatment for Anxiety.” Applied Psychophysiology and Biofeedback 40 (2): 107–115. https://doi.org/10.1007/s10484-015-9279-8.

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