Abstract
Today, smartphones and PCs are the two primary gateways to the internet. While smartphones increasingly rival PCs in functionality, they also possess distinct characteristics that may influence user behavior. Yet surprisingly little is known about how device type affects consumer decision-making. Across two essays, I explore how and why smartphones (versus PCs) shape not only whether consumers choose to act (Essay 1) but also what they prefer (Essay 2) in digital environments. The first essay investigates how device type influences purchase likelihood. Across ten studies, I show that consumers hold a lay belief that using a smartphone reduces their processing ability. This belief lowers their likelihood of making a purchase on a smartphone relative to a PC. I also demonstrate that this effect can be mitigated when the decision is perceived as requiring less processing. The second essay shifts focus to consumer choice. Across five studies, I find that consumers using smartphones (versus PCs) are more likely to prefer options conveying greater certainty. This effect appears to stem from a greater tendency to avoid cognitively demanding decisions, which in turn increases preference for guaranteed outcomes requiring less cognitive effort. Together, these essays contribute to a broader understanding of how digital technologies shape consumer decision-making. More specifically, they advance research in mobile marketing by identifying when, why, and how smartphone (versus PC) use alters the likelihood and outcome of consumer decisions, highlighting device type as a key driver of behavior in increasingly mobile-first environments.