Using Phones While Shopping May Make You Buy More
Consumers who are highly dependent on mobile phones were the most at risk of deviating from a shopping plan while engaging in shopping-unrelated mobile phone use.
People who use their mobile phones for making calls or listening to music while shopping is more likely to make unplanned purchases and forget items they had planned to buy, says a study.
The research team observed this effect even when phones were only used for part of the shopping trip.
"Our finding that phone use that is unrelated to shopping negatively affects shopping behaviour was in stark contrast to beliefs held by consumers," said study author Michael Sciandra from Fairfield University, US.
For the study, published in the Journal of the Academy of Marketing Science, the researchers observed more than 230 participants in a simulated shopping task.
They found that consumers who are highly dependent upon mobile phones, characterised by excessive use of and reliance on the device, were the most at risk of deviating from a shopping plan while engaging in shopping-unrelated mobile phone use.
"Mobile phones are quickly becoming the principal distractor for many consumers and they offer a unique form of interruption. Our findings may influence consumers' attitudes towards mobile phone use while shopping and persuade them to reflect on how these devices impact our lives, both positively and negatively," Sciandra added.
Get the best of News18 delivered to your inbox - subscribe to News18 Daybreak. Follow News18.com on Twitter, Instagram, Facebook, Telegram, TikTok and on YouTube, and stay in the know with what's happening in the world around you – in real time.
Recommended For You
- Hina Khan Slams People for Comparing Her and New 'Komolika' Aamna Sharif as Ekta Kapoor Weighs In
- FASTag Will Soon be Mandatory For Your Car: This is How The Digital Payment Tag Works
- Bajaj Chetak Electric Scooter Unveiled: Here's All You Need to Know
- Google Pixel 4 Project Soli Radar is Why The Phone is Not Coming to India
- Mercedes-Benz G 350 d Launched at Rs 1.5 Crore in India