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Abstract<br>Results from three large-scale field studies and two controlled experiments show that consumers tend to be more self-disclosing<br>when generating content on their smartphone versus personal computer. This tendency is found in a wide range of domains<br>including social media posts, online restaurant reviews, open-ended survey responses, and compliance with requests for personal<br>information in web advertisements. The authors show that this increased willingness to self-disclose on one’s smartphone arises<br>from the psychological effects of two distinguishing properties of the device: (1) feelings of comfort that many associate with their<br>smartphone and (2) a tendency to narrowly focus attention on the disclosure task at hand due to the relative difficulty of generating content on the smaller device. The enhancing effect of smartphones on self-disclosure yields several important marketing<br>implications, including the creation of content that is perceived as more persuasive by outside readers. The authors explore<br>implications for how these findings can be strategically leveraged by managers, including how they may generalize to other<br>emerging technologies.
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