This article created a consumer and an academic mindfulness dictionary to better understand consumers', academics', and marketers' perceptions of mindfulness. A consumer survey and text mining methods were used to create the consumer dictionary, and an extensive review of mindfulness definitions was used for the academic dictionary. The consumer dictionary described mindfulness more in terms of affect and resulting outcomes, while the academic dictionary was more cognitive and process-oriented. The dictionaries were then applied to marketers' communications from a database of 883 company descriptions that were classified as mindful. The results showed that marketers used more terms from the consumer dictionary than the academic dictionary. The article discusses the potential for consumers to be vulnerable to marketers' communication strategies, characterized as McMindfulness and mindful washing, that can impact consumers' well-being and brand relationships.

中文翻译：

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语言的重要性：消费者和学术界对正念定义的比较

本文创建了一本消费者和学术正念词典，以更好地了解消费者、学者和营销人员对正念的看法。消费者调查和文本挖掘方法被用来创建消费者词典，并且对正念定义的广泛审查被用于学术词典。消费者词典更多地从情感和结果方面描述正念，而学术词典则更多地以认知和过程为导向。然后，这些词典被应用到营销人员的沟通中，该数据库包含 883 家被归类为“正念”的公司描述。结果显示，营销人员使用消费者词典中的术语比学术词典中的术语更多。