Mindfulness promotes an adaptive emotion regulation through reducing reactivity to emotional stimuli, and by facilitating a non-judgmental approach to negative mental states, including disturbing emotions. Moreover, mindfulness plays a fundamental role in weaken automatic behaviors built upon past experiences and in response to motivational impulses and urges, all of which reflect core psychological factors underpinning dysfunctional materialistic behaviors (compulsive buying). Mindfulness facilitates the recruitment of executive control and promotion of adaptive self-regulation, thereby allowing such self-regulatory functions to occur.