James A. Roberts, Ph.D.

The Ben H. Williams Professor of Marketing Baylor University

  • Waco TX

Nationally recognized expert on the impact of consumer attitudes on well-being, including the effect of smartphone & social media use.

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Spotlight

2 min

Giving with Purpose This Holiday Season

As the season of giving draws near, many people are searching for meaningful ways to support the causes that matter most. From local food banks to global humanitarian organizations, charitable giving offers an opportunity to make a genuine difference – for the organization and for the donor. Two Baylor University experts in consumer behavior and philanthropy – James A. Roberts, Ph.D., The Ben H. Williams Professor of Marketing in the Hankamer School of Business, and Andrew P. Hogue, Ph.D., associate dean in the Office of Engaged Learning and founder of Philanthropy and the Public Good program – share five practical strategies to help donors give with intention and impact. Five ways to give more thoughtfully and effectively 1. Choose a cause that resonates with you Begin by considering the issues that matter most –education, hunger, health care, the environment or another area close to your heart. Once you identify your passion, take time to research organizations working in that space. Look for transparency, measurable results and a strong record of directing funds to mission-focused programs. “A helpful shortcut is to see whether a nonprofit receives repeat grants from charitable foundations,” Hogue said. “Those grants typically follow a rigorous evaluation process.” 2. Decide what you can comfortably give Giving should feel fulfilling, not stressful. Roberts and Hogue recommend reviewing your household budget and determining an amount that fits comfortably. Even small donations can accumulate into meaningful support over time. 3. Consider how often you want to give Think about whether a single contribution or ongoing support works best for you. Regular giving helps nonprofits plan ahead and maintain steady programming. “Consistent donations allow charities to allocate resources more effectively throughout the year,” Hogue said. 4. Automate your contributions Setting up recurring gifts through your bank or directly with a nonprofit keeps your generosity on track with minimal effort. Automatic withdrawals ensure reliability for the organization and ease for the donor. “It’s a simple way to make sure you don’t forget to give,” Roberts said, “and it provides charities with predictable support.” 5. Offer your time and talent if money is tight Financial support is just one form of generosity. Time, skills and personal networks can be equally valuable. “Donating your time and skills can be just as impactful,” Roberts said. “Whether you’re mentoring, sorting donations or helping at events, your presence matters.” Hogue added that giving enriches both the recipient and the giver: “Charitable giving is about making a difference in others’ lives while adding purpose and connection to your own.” His advice: start small, stay consistent and simply take the first step. “Giving is deeply rewarding,” Hogue said. “And as you grow in your generosity, keep a beginner’s mindset – there is always room to improve how we steward the resources entrusted to us.” Looking to know more or arrange an interview? Simply click on the expert's icon below or contact: Shelby Cefaratti-Bertin today.

James A. Roberts, Ph.D.

2 min

Why TikTok Keeps You Scrolling: Baylor Research Explains the Science Behind Social Media Addiction

Why is it so hard to stop scrolling TikTok? A new study by Baylor University marketing professors and social media researchers James A. Roberts, Ph.D. and Meredith E. David, Ph.D., reveals that the answer lies not only in the app’s content, but in its design. Their research, published in the journal Cyberpsychology, Behavior, and Social Networking, is among the first to compare the technological affordances – the built-in design features that shape user behavior – of three leading short-form video (SFV) platforms: TikTok, Instagram Reels and YouTube Shorts. The findings reveal that TikTok’s combination of ease of use, highly accurate recommendations and surprising content variety creates a powerful recipe for user engagement – and, in many cases, addiction. The power of effortless design In their study, Roberts and David had participants rate each platform on three key technological affordances: perceived effortlessness, recommendation accuracy and serendipity (the element of surprise) and answer questions measuring their levels of social media engagement and addictive use. The results were clear: TikTok scored significantly higher than Instagram Reels or YouTube Shorts across all categories. Users in the study said TikTok required the least effort to use, delivered the most relevant videos and surprised them most often with unexpected but enjoyable content. “It’s the combination of all three that keeps people scrolling,” David said. “But the prerequisite is effortlessness. Without that ease of use, the other two wouldn’t matter as much.” TikTok’s seamless experience – where videos begin playing automatically the moment the app opens – creates a sense of immersion unmatched by competitors. Other platforms require users to click or select a video before viewing begins, a subtle difference that nonetheless makes TikTok feel faster and more intuitive. Engagement becomes addiction The study found that TikTok’s technological affordances indirectly increase addiction by first increasing engagement. The more users engage, the more likely they are to lose track of time – a phenomenon known as time distortion. David said this design is no accident. “TikTok’s algorithm is intentionally created to be addictive,” she said. “Their own materials acknowledge that users can become hooked after less than half an hour on the app.” She noted that even users who recognize these patterns often underestimate how long they spend scrolling. “We all need to be more cognizant of our time on these platforms,” David said. “Check your phone’s screen-time data – you may be surprised.” Implications for users and policy Beyond individual awareness, the researchers point to the broader social impact of overuse – particularly for young people. Excessive time on short-form video apps can erode attention spans, foster expectations for instant gratification and displace face-to-face interaction. “These platforms are designed to hold our attention,” David said. “But the opportunity cost is huge. The more time we spend scrolling, the less time we have for the activities that build real connection and meaning.”

James A. Roberts, Ph.D.Meredith David, Ph.D.

3 min

Black Friday 2025: Earlier, Bigger and More Digital Than Ever

Black Friday is no longer just a day – it’s becoming an entire season. In 2025, shoppers are starting earlier, spending more and relying heavily on technology to find the best deals. With online shopping now the dominant force, an estimated 71% of consumers plan to browse and buy from their screens rather than stand in long lines. Baylor University consumer behavior expert James A. Roberts, Ph.D., said this year’s sales stretch well beyond Thanksgiving weekend. Top 5 Black Friday Trends from Dr. James A. Roberts Retailers have pushed promotions into early November – and in some cases, late October – creating what many now call “Black November.” And for the true procrastinators, “Desperate in December” is the new reality, with next-day delivery extending holiday shopping right up to the last minute. Even as shoppers plan to spend up to 10% more, they’re extremely price sensitive, Roberts said. Inflation, rising living costs and ongoing economic uncertainty – including concerns over tariffs – are prompting consumers to hunt for deeper discounts and compare prices more closely than ever. That caution is also fueling another trend: increased use of buy-now-pay-later plans. While convenient, Roberts urges shoppers to approach them carefully to avoid overspending. Technology also is accelerating the shift. AI tools and retail chatbots are helping customers track deals and make purchases, while influencers and social media ads continue to shape buying habits. Cost-conscious platforms like Temu and Shein are poised for another strong season. Clothing, electronics and home goods remain top categories, Roberts said, with gift cards still the go-to for last-minute buyers. Walmart, Target and Kohl’s are expected to be the most popular in-store destinations, while Amazon – unsurprisingly – continues to dominate Cyber Monday. Overall spending remains robust. Shoppers are expected to spend roughly $20 billion across online and in-store purchases, split almost evenly between the two. The best bargains will be toys discounted about 25 percent, phones and computers discounted around 30 percent and TVs discounted an average of 23 percent. The typical shopper will spend about $650 this holiday weekend. How to navigate the shopping frenzy Roberts offers some simple advice for navigating the frenzy: Set a budget, stick to it, choose thoughtful gifts and keep the season in perspective. After all, the most meaningful gifts are the ones that show how well you know the people you love. ABOUT JAMES A. ROBERTS, PH.D. James A. Roberts, Ph.D., is The Ben H. Williams Professor of Marketing at Baylor University’s Hankamer School of Business. A noted consumer behavior expert, he is among the Top 2% Most-Cited Researchers in a database compiled by Stanford University. In addition to journal citations, Roberts has often been called upon by national media outlets for his consumer expertise and latest research. He has appeared on the CBS Early Show, ABC World News Tonight, ABC Good Morning America, NBC’s TODAY Show and NPR’s Morning Edition, as well as in articles in The New York Times, USA TODAY, The Wall Street Journal, TIME and many others. Roberts’ research has focused on how individual consumer attitudes and behavior impact personal and collective well-being, including investigating the factors that drive ecologically and socially conscious consumer behavior, the impact of materialism and compulsive buying on well-being and the effect of smartphone and social media use on personal well-being. He is the author of “Shiny Objects: Why We Spend Money We Don’t Have in Search of Happiness We Can’t Buy” and “Too Much of a Good Thing: Are You Addicted to Your Smartphone?”

James A. Roberts, Ph.D.
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Biography

James A. Roberts, Ph.D., is The Ben H. Williams Professor of Marketing at Baylor University’s Hankamer School of Business. A noted consumer behavior expert, he is among the "World's Top 2%" most-cited scientists in a database compiled by Stanford University. In addition to journal citations, Roberts has often been called upon by national media outlets for his consumer expertise and latest research. He has appeared on the CBS Early Show, ABC World News Tonight, ABC Good Morning America, NBC’s TODAY Show and NPR’s Morning Edition, as well as in articles in The New York Times, USA TODAY, The Wall Street Journal, TIME and many others.

Roberts’ research focuses on how individual consumer attitudes and behavior impact personal and collective well-being. His research has investigated the factors that drive ecologically and socially conscious consumer behavior, the impact of materialism and compulsive buying on well-being and the impact of smartphone and social media use on personal well-being. He is the author of “Shiny Objects: Why We Spend Money We Don’t Have in Search of Happiness We Can’t Buy” and “Too Much of a Good Thing: Are You Addicted to Your Smartphone?”

Areas of Expertise

Consumer Behavior and Culture
Smartphone Usage and Impact
Impacts of Materialism and Buying

Education

University of Nebraska - Lincoln

Ph.D.

Philosophy

University of St. Thomas

B.A.

Marketing

Media Appearances

New study: Self-centered people turn to social media out of weakness, not ego

PsyPost  online

2024-10-27

Baylor marketing professors James A. Roberts, Ph.D., and Meredith E. David, Ph.D., are quoted about their latest social media study that sheds light on the motivations behind social media use among self-centered individuals, who turn to social media more out of a fear of missing out (FOMO) rather than a desire to reinforce their self-importance.

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A day off the grid, from a finalist of NPR's Student Podcast Challenge

NPR Weekend Edition Sunday  online

2024-06-29

AUDIO: Baylor smartphone researcher James A. Roberts, Ph.D., was interviewed by Northwestern University journalism student Brandon Kondritz for his entry in the NPR College Podcast Challenge. Kondritz's podcast focused on his experience spending an entire day unplugged.

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Is TikTok breaking young voters' brains?

Vox  online

2024-07-05

Research from Baylor smartphone researchers Meredith E. David, Ph.D., and James A. Roberts, Ph.D., is featured in this article on the addictive nature of TikTok and how it can influence the political leanings of Gen Z.

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Articles

Partner phubbing and relationship satisfaction among high and low reward romantic partners: an expectancy violations theory perspective

International Journal of Human–Computer Interaction

James A. Roberts, Meredith E. David

2024-09-16

Partner phubbing (phone snubbing) is when someone uses or is distracted by their cellphone while with their partner. This research explores how partner phubbing affects relationship satisfaction through the lens of Expectancy Violations Theory. In two studies—a survey of 180 people in relationships and an experiment with 141 married adults—results show that partner phubbing creates negative expectancy violations, reducing relationship satisfaction. However, the impact varies with the phubber's "partner reward value": when reward value is low, phubbing strongly reduces satisfaction, but this effect becomes non-significant when reward value is high.

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TikTok Brain: An Investigation of Short-Form Video Use, Self-Control, and Phubbing

Social Science Computer Review

Meredith E. David, James A. Roberts

2024-08-29

Phubbing (phone snubbing) has become common, with most U.S. adults reporting phone use during social interactions, which negatively impacts relationships. Recent research shows that viewing short-form videos (SFVs) like TikTok is more addictive than traditional social media, increasing phubbing behavior. Across two studies, this research explores the link between SFV viewing and phubbing, focusing on self-control as a mediator. Study 1 finds that watching TikTok videos is associated with increased phubbing due to reduced self-control, a relationship not seen with Instagram Reels or YouTube Shorts. Study 2, with additional self-control measures, confirms this TikTok-specific effect. The findings suggest that TikTok viewing undermines self-control, increasing phubbing, and highlight self-control’s broader impact on behavior and decision-making.

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For God’s Sake: Integrating the Theory of Reasoned Action and Technology Acceptance Model to Predict Smartphone Use during Church Services

International Journal of Human–Computer Interaction

Meredith E. David, James A. Roberts

2024-04-02

Smartphone use is now common even during church services. Using the Theory of Reasoned Action and the Technology Acceptance Model, this study develops a model to identify key factors driving smartphone use in church, including Smartphone Playfulness as an intrinsic motivator. A survey of 329 U.S. adults shows that the model explains 66% of the variance in intentions to use smartphones in church. A follow-up with 164 respondents six weeks later shows that these intentions explain 44% of actual smartphone use. This model may help explain acceptance of various computer-based media technologies.

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