In-Store Mobile Phone Use and Customer Shopping Behavior: Evidence from the Field

Dhruv Grewal, Carl-Philip Ahlbom, Stephanie Noble, Lauren Beitelspacher, Jens Nordfält

Research output: Contribution to journalArticlepeer-review

124 Citations (SciVal)
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This research examines consumers’ general in-store mobile phone use and shopping behavior. Anecdotal evidence has suggested that mobile phone use decreases point-of- purchase sales, but the results of the current study indicate instead that it can increase purchases overall. Using eye-tracking technology in both a field study and a field experiment, matched with sales receipts and survey responses, the authors show that mobile phone use (versus nonuse) and actual mobile phone usage patterns both lead to increased purchases, because consumers divert from their conventional shopping loop, spend more time in the store, and spend more time examining products and prices on shelves. Building on attention capacity theories, this study proposes and demonstrates that the underlying mechanism for these effects is distraction. This article also provides some insights into boundary conditions of the mobile phone use effect.
Original languageEnglish
Pages (from-to)102-126
Number of pages25
JournalJournal of Marketing
Issue number4
Early online date1 Jul 2018
Publication statusPublished - 1 Jul 2018


  • Attention capacity
  • Distraction
  • Eye tracking
  • In-store mobile phone use
  • Retail purchases

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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