Buddhist psychology: Selected insights, benefits, and research agenda for consumer psychology
作者指出消费者心理学过度依赖少数几个范式，导致对超消费时代的新知识和缓解方案贡献不足。为此，作者引入佛教心理学，以其核心框架“三法印”（苦、无常、无我）为基础，提出一种东方心智理论，为消费者福祉研究提供替代指导。三法印框架帮助重新思考消费者心智的多个方面：比较与判断的心智（如期望、偏好、满意度）、依附与依赖的心智（如所有权、物质主义、过度行为）、以及决策、选择与调节的心智（如市场道德、认知偏差、基于价值的选择、自由意志）。基于这些思考，作者提出了未来研究的问题和总结性命题。最后讨论了贡献与局限，包括整合佛教与消费者心理学的额外机会。
Abstract Consumer psychology has been overly reliant on a small set of paradigms. As a result, the field appears less prepared than it could aspire to be for contributing new knowledge on, and relief from, our hyper‐consumption era. Accordingly, I explore Buddhist psychology by drawing from its foundational framework known as the Three Marks of Existence (suffering, impermanence, and no‐self) to introduce an Eastern theory of mind and provide alternative guidance on research for consumer well‐being. The TME framework offers an opportunity to re‐think the priorities, nature, and processes of the comparing and judging consumer mind (e.g., expectations, preferences, satisfaction); the attaching and depending consumer mind (e.g., ownership, materialism, excessive behaviors); and the deciding, choosing, and regulating consumer mind (marketplace morality, cognitive biases, values‐based choice, and free will). From these considerations I generate research questions and summarizing propositions for future research. The closing discussion synopsizes the contributions and limitations, including extra opportunities for integrating Buddhist and consumer psychologies.