Nghiên cứu sinh Nguyễn Vân Anh bảo vệ luận án tiến sĩ
Dissertation title: From uncertainty to impulsive buying: The roles of unmindfulness and afterlife beliefs
Specialization: Business Administration, E-PhD Program Specialization code: 9340101
PhD candidate: Nguyen Van Anh
Supervisor: Assoc. Prof. Dr. Nguyen Vu Hung
Original contributions on academic and theoretical aspects
This dissertation makes at least three important theoretical contributions to the current literature. First, this dissertation advances theories of uncertainty impact under negative events such as Covid-19. In fact, this study goes beyond the traditional focus of extant literature of uncertainty-identity and uncertainty reduction theories, which usually associated uncertainties with higher level of distress, to theorize that different uncertainties may result in different effects on distress, both negatively and positively.
Second, this study contributes to the literature of mindfulness. In fact, these finding questions the possible negative effect of unmindfulness, which was usually found in the literature, to theorize and empirically test the positive moderating role of unmindfulness.
Third, this study contributes to the literature of impulsive buying behaviors. In particular, this study argues that the relationship from distress to impulsive buying may be different for different levels of afterlife belief. In this study, the dimension of extinction as a afterlife belief is examined.
Recommendations derived from the findings of the dissertation
The findings from this study provide practical implications in some ways. For consumers, coping with negative psychological symptoms as distress, findings from this study suggests that people should be careful when finding some ways to resort to mindfulness. While mindfulness has been praised for different psychological positive impacts, it should be taken with care as mindfulness may have negative impact. As found in this study, unmindful consumers may deal with distress better when they faced with self-uncertainty in the context of COVID-19 pandemic. Other recommendations for policy makers to help curb the negative impacts of uncertainties on impulsive buying are also provided.
