Why and When Consumers Indulge in Smartphones: The Mental Association Between Smartphones and Fun

Although smartphones are widely used, knowledge regarding whether smartphones shape consumers' minds and influence their behaviors is limited. This research attempts to fill this gap and shows that smartphone use can activate a for-fun mindset, thus driving consumers to favor hedonic-oriented products. An Implicit Association Test (Study 1) was used to show the smartphone-fun association. Moreover, by framing the product orientation (hedonic or utilitarian in Study 2) and device role (work or fun in Study 3) to interfere with the smartphone-fun association, this research examines the importance of this association in determining consumers' preferences toward hedonic-oriented products.