Shiri Melumad, University of Pennsylvania
Despite consumers’ increased reliance on their smartphones, there is a surprising lack of research on the psychology of mobile consumption. What is fundamentally unique about the psychology of smartphone usage? Research shows, for example, that engagement with smartphones provides many consumers with feelings of comfort that help them cope with stress, relative to the use of comparable devices, and that smartphone usage can change the way that consumers express themselves in user-generated content (e.g., online reviews). Shiri Melumad will describe these findings and explore implications for how marketers can more effectively reach consumers through their smartphones.
Related ConferenceNov 14 – 16, 2018
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