Abstract
By identifying a "smartphone bias," the corresponding device-based heuristic, and the causes of this bias, Yuen et al offer an explanation for the difference in decision-making behavior identified across various research disciplines. Further, their research contributes to the limited research on mobile consumer behavior consider the difference between smartphones and PCs -- the two dominant technology devices -- from the point of view of consumers' perceptions of the device. Lastly, their research draws practitioners to the important role of device perceptions in their mobile marketing strategies.