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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2 min

Expert Research: Social Media's Double-Edged Sword: Study Links Both Active and Passive Use to Rising Loneliness

In an age where social media promises to connect us, a new Baylor University study reveals a sobering paradox – the more time we spend interacting online, the lonelier we may feel. Researchers James A. Roberts, Ph.D., The Ben H. Williams Professor of Marketing in Baylor's Hankamer School of Business, and co-authors Philip Young, Ph.D., and Meredith David, Ph.D., analyzed a study that followed nearly 7,000 Dutch adults for nine years to understand how our digital habits shape well-being. Published in the journal Personality and Social Psychology Bulletin, the Baylor study – The Epidemic of Loneliness: A Nine-Year Longitudinal Study of the Impact of Passive and Active Social Media Use on Loneliness – investigated how social media use impacts loneliness over time. This eye-opening research suggests that the very platforms designed to bring people together contribute to an "epidemic of loneliness." The findings showed that both passive and active social media use were associated with increased feelings of loneliness over time. While passive social media use – like browsing without interaction – predictably led to heightened loneliness, active use – which involved posting and engaging with others – also was linked to increased feelings of loneliness. These results suggest that the quality of digital interactions may not fulfill the social needs that are met in face-to-face communication. “This research underscores the complexity of social media’s impact on mental health,” Roberts said. “While social media offers unprecedented access to online communities, it appears that extensive use – whether active or passive – does not alleviate feelings of loneliness and may, in fact, intensify them.” The study also found a two-way relationship between loneliness and social media use. "It appears that a continuous feedback loop exists between the two,” Roberts said. “Lonely people turn to social media to address their feelings, but it is possible that such social media use merely fans the flames of loneliness."​ The findings emphasize an urgent need for further research into the effects of digital interaction, underlining the essential role of in-person connections in supporting well-being. This study also adds a valuable perspective to the conversation on how digital habits influence mental health, offering insights to shape future mental health initiatives, policies and guidelines for healthier social media use. Are you covering social media and its impact on people?  Then let us help. These experts are available to speak with media, simply click or contact Shelby Cefaratti-Bertin, M.A, Assistant Director of Media and Public Relations now to arrange an interview today.

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

3 min

Black Friday Shoppers Seek Deals on Electronics, Early Sales and Convenience in a Competitive Market

This year’s Black Friday shopping will bring a fresh wave of trends for both consumers and retailers. With electronics, online convenience and competitive pricing at the forefront, the landscape of Black Friday is evolving to match the shifting shopping habits of today’s consumers, said Baylor University consumer behavior expert James A. Roberts, Ph.D. Roberts – who serves as The Ben H. Williams Professor of Marketing at Baylor’s Hankamer School of Business – keeps a close watch on Black Friday, including what he sees as the Top 5 trends for holiday shopping in 2024. Top Trends for Black Friday 2024 The Shift in Shopping Habits: The balance between online and in-store sales remains steady, with consumers enjoying a 50/50 split in shopping preference, Robert said. While COVID-19 accelerated a surge in online shopping, this year, both are expected to perform equally as shoppers appreciate the flexibility of both options. Holiday Deals Start Early: As the competitive landscape has grown, Black Friday sales now launch weeks in advance. This early kickoff benefits consumers who are eager to lock in discounts and spreads out the typical holiday rush, providing retailers a longer window to capture consumer interest, Roberts noted. Electronics Dominate Sales: As in previous years, electronics will be the driving force of Black Friday 2024, accounting for nearly half of all sales. Roberts said that shoppers are especially focused on deals for televisions, laptops, smartwatches and gaming consoles – underscoring the lasting demand for high-quality technology at competitive prices. Gen Z and Millennials Drive Online Growth: Digital natives like Gen Z and Millennials continue to shape holiday shopping habits. Roberts said their comfort with online shopping – coupled with their mobile-first approach – makes them a powerful force in the online retail space. Retailers can expect these younger consumers to leverage social media, mobile apps and seamless e-commerce platforms for their holiday purchases. Rising Categories: Beyond electronics, Roberts predicts that other sectors will see strong sales this season, particularly in clothing, cosmetics and home appliances. As consumer preferences expand, brands in these categories should prepare for increased demand. Factors shaping consumer choices For Black Friday in 2024, competitive pricing and convenience remain top priorities, Roberts said. “Retailers who offer the best deals alongside quick and reliable delivery options stand out among consumers,” he said. Additionally, low-cost brands – such as Shein – have set consumer expectations for affordable pricing, even as “Buy Now, Pay Later” options have increased in popularity – though Roberts said retailers and consumers alike should be cautious when using this financing option at the risk of overspending. Future of Black Friday Looking ahead, Roberts said Black Friday’s trajectory appears geared more towards online channels, with each year seeing a slight shift away from brick-and-mortar shopping. Retailers are encouraged to keep an eye on pricing expectations and financing trends, as they’ll play an increasingly influential role in the holiday season. 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 "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 has focused 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?”

James A. Roberts, Ph.D.

4 min

Baylor Consumerism Expert Shares Five Tips to Make the Most of Your Stimulus Check

With President Joe Biden’s $1.9 trillion American Rescue Plan Act, citizens nationwide received a second round of stimulus checks in the form of $1,400 per person and an additional $1,400 per dependent. The Rescue Plan also brought increased child tax credits and unemployment benefits. James Roberts, Ph.D., The Ben H. Williams Professor of Marketing in the Hankamer School of Business, is an internationally recognized expert on consumerism and the author of “Shiny Objects: Why We Spend Money We Don’t Have in Search of Happiness We Can't Buy.” He said the latest round of stimulus funds offer consumers bright opportunities, but he also cautioned against pitfalls in uncertain times. Roberts said that people should first consider building up their emergency savings funds – a step, he said, more Americans seem to be taking during this time of pandemic and economic fluctuation . “Over the last 20 years or so, Americans have not saved much. However, in the first nine months of the pandemic, the U.S. savings rate increased by a whopping 100 percent. By some estimates we are at a national savings rate that hovers around 20 percent – which is incredible,” Roberts said. Roberts shared a few tips on how to get the best value for your stimulus check and prepare for times ahead: 1. Enhance your savings. Save a portion of your stimulus check for the inevitable rainy days ahead. Start with $1,000 to your short-term emergency fund. If possible, every family should have a $2,500 emergency fund. This provides peace of mind and avoids having to borrow from friends or family, or even worse, max out your credit cards or take out a “payday” loan, which I strongly advised against. 2. Invest in experiences. Given that a lot of Americans have significantly increased their savings and lowered their credit card debt, I say people should splurge a little on something for themselves or their families with the remaining $400. Remember, experiences bring more lasting happiness than buying stuff. Good mental health is critical to our well-being. 3. Start early. Don’t forget that the $1,400 stimulus check is only a small part of the money that may come your way. The child tax credits are a great opportunity to save for your children’s college. The earlier you start saving, the better. This is the beauty of compounding interest. 4. Save while unemployed I suggest any extra boost you might get in your unemployment check be saved for the days ahead. Don’t let money burn a hole in your pocket. 5. Plan ahead. Every family’s goal should be to set aside six months in living expenses so if you do lose your job, it doesn’t put you and your family into an immediate financial death spiral. ABOUT DR. JAMES ROBERTS James Roberts, Ph.D., is The Ben H. Williams Professor of Marketing in Baylor University’s Hankamer School of Business. He is a nationally recognized expert on consumer behavior and has been quoted extensively in the media and has appeared on the CBS Early Show, ABC World News Tonight, ABC Good Morning America, NBC The Today Show, Yahoo.com’s “The Daily Ticker,” and has been quoted and/or featured in The New York Times, The Wall Street Journal, National Public Radio, USA TODAY, TIME, FOX News, The Doctors on CBS, US News & World Report, Cosmopolitan, Glamour, and many other media. His books include “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?” ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 19,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT HANKAMER SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY At Baylor University’s Hankamer School of Business, top-ranked programs combine rigorous classroom learning, hands-on experience in the real world, a solid foundation in Christian values and a global outlook. Making up approximately 25 percent of the University’s total enrollment, undergraduate students choose from 16 major areas of study. Graduate students choose from full-time, executive or online MBA or other specialized master’s programs, and Ph.D. programs in Information Systems, Entrepreneurship or Health Services Research. The Business School also has campuses located in Austin and Dallas, Texas. Visit baylor.edu/business.

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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