Smartphone Bias: When Consumers Unnecessarily Avoid Smartphones

This research identifies a “smartphone bias”; consumers expect their performance on a smartphone to be worse than when on a PC, even in situations where there is no impact of the device. Five studies show that the smartphone bias has attitudinal (e.g., decision-making confidence) and behavioral (e.g., choice deferral) consequences.


Vincentia Yuen, Claudia Townsend, and Michael Tsiros (2021) ,"Smartphone Bias: When Consumers Unnecessarily Avoid Smartphones", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 514-515.


Vincentia Yuen, University of Miami
Claudia Townsend, University of Miami
Michael Tsiros, University of Miami


NA - Advances in Consumer Research Volume 49 | 2021

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