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Shiri Melumad: Why Consumers Share Personal Information on Smartphones


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Wharton School Assistant Professor of Marketing Shiri Melumad

"Our phone tends to act like an adult pacifier for us," says Wharton marketing professor Shiri Melumad.

People are willing to share deeper and more personal information when communicating on a smartphone compared with a personal computer, according to new research by marketing professors Shiri Melumad and Robert Meyer at the Wharton School of the University of Pennsylvania.

Their work, "Full Disclosure: How Smartphones Enhance Consumer Self-Disclosure," published in the Journal of Marketing, explains that it's the device that makes all the difference. Smartphones are always at hand, and their tiny screens and keypads require laser-focused attention, which means the user is more likely to block out other concerns.

Melumad discusses the research in an interview.

From Business A.M.
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