How technological and natural consumption experiences impact consumer well‐being: The role of consumer mindfulness and fatigue

Abstract New technologies are becoming increasingly common in consumers' daily lives, and they are significantly changing consumer experiences. Given the novelty and pervasiveness of these technologies, understanding their effects on consumer well‐being is important. This research explores how technological versus natural experiences in consumption contribute to consumer well‐being, which is defined as happiness (with its components of pleasure and meaning) and life satisfaction. The results demonstrate that the type of experience (i.e., natural or technological) affects meaning and pleasure and, consequently, life satisfaction. These effects depend on two individual characteristics: consumer mindfulness and fatigue. When consumer mindfulness is high, the type of experience does not affect pleasure and meaning as consumers consistently derive high levels of both components of happiness. However, when their mindfulness is low, pleasure depends on the type of experience. Similar patterns are observed for meaning, although this is affected by the level of fatigue felt by consumers. Therefore, meaning is affected by the two individual characteristics of mindfulness and fatigue. By demonstrating the importance of consumer mindfulness in protecting individuals from fatigue and the potential negative effects associated with technological and natural consumption experiences, this study identifies practical insights that can be used to shape technological and natural experiences that support consumer well‐being.