Smartphones Are Changing How We Shop—And What We Shop For

A recent Journal of Marketing Research study by City University of Hong Kong’s Camilla Eunyoung Song (Ph.D. ’21) and City Furniture Professor Aner Sela shows that when consumers use smartphones, which are considered more personal and private than other devices, they are more likely to choose unique, self-expressive items that speak to their individual personalities.

Using smartphones elevates consumers’ private self-focus, driving their preference for unique options that are unconventional and individually customized in their online shopping.

Read more about these findings in a Q&A with the authors from the American Marketing Association.