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In-store mobile phone use that is unrelated to shopping may be associated with an increase in unplanned purchases, according to a study published in the Journal of the Academy of Marketing Science.
Dr. Michael Sciandra at Fairfield University, US and colleagues investigated the impact of mobile phone use on in-store shopping behaviour. They found that those who used mobile phones in store for purposes unrelated to shopping, such as making phone calls, sending text messages, checking emails or listening to music, were more likely to make unplanned purchases and forget items they had planned to buy. The authors observed this effect even when phones were only used for part of the shopping trip, suggesting that in-store mobile phone use may consume attentional resources even after the phone is put away.