The consumer psychology of mind‐wandering

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.