Errmann, Amy2024-04-042024-04-042024-03-21Journal of Advertising, ISSN: 0091-3367 (Print); 1557-7805 (Online), Informa UK Limited, ahead-of-print(ahead-of-print), 1-15. doi: 10.1080/00913367.2024.23251440091-33671557-7805http://hdl.handle.net/10292/17412Mindfulness is gaining traction as an advertising tactic to boost audience engagement. Despite this, existing research provides limited insight into the impact of advertisements with integrated mindfulness elicitations, particularly regarding the mechanisms that might alter short-term memory retention. In the research, five studies examined how integrating elicitations of mindfulness, specifically through attention to the body, can be integrated into advertising. The studies explored how such integrated advertisements can manifest awe in consumers, thereby enhancing their immersion in the advertisement. Specifically, ads that incorporate mindful body cues (open body awareness, body scan, body senses, breath cues) versus a control condition absent of these cues enhance purchase intention and brand salience among viewers. This research practically introduces and defines mindfulness-integrated advertising to the field and theoretically illustrates the potential of mindfulness to influence information processing by elevating awe and immersion, and subsequently short-term memory, thereby boosting brand salience.© 2024 The Author(s). Published with license by Taylor & Francis Group, LLC. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.http://creativecommons.org/licenses/by-nc-nd/4.0/35 Commerce, Management, Tourism and Services3503 Business Systems In Context3506 MarketingClinical ResearchBehavioral and Social Science1505 Marketing1506 TourismMarketing3506 MarketingJournal ArticleOpenAccess10.1080/00913367.2024.2325144