"While people are using smartphones - and these days, smartphone screen sizes are becoming bigger and bigger – they may think that the larger screen sizes are actually enhancing their experience and increasing the amount of information they can take in, but this subtle difference in screen size can also affect them in ways that they may not realise," said Professor S Shyam Sundar, co-director of the Media Effects Research Laboratory at Pennsylvania State University.
   
"Our study sheds light on how they may be processing information on these new larger screens," said Sundar. In a study, people who viewed video ads on large screens tended to experience feelings of affective trust, whereas reading text ads on smaller screens created greater cognitive
trust, researchers said.
   
Participants who viewed video ads on larger screens were more likely to want to purchase a product, researchers said. "When users have a large screen, people are processing heuristically, which means they are processing information in a less systematic manner, which may make them more prone to influences from cues in the surroundings and, in general, more open to persuasion," cited Sundar.

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Bigger smartphone screens can change your buying intentions

Washington: Simply tweaking the screen size of a smartphone can change how much users trust advertisements, as well as their buying behaviours, researchers including one of Indian-origin have found.

"While people are using smartphones - and these days, smartphone screen sizes are becoming bigger and bigger – they may think that the larger screen sizes are actually enhancing their experience and increasing the amount of information they can take in, but this subtle difference in screen size can also affect them in ways that they may not realise," said Professor S Shyam Sundar, co-director of the Media Effects Research Laboratory at Pennsylvania State University.

"Our study sheds light on how they may be processing information on these new larger screens," said Sundar. In a study, people who viewed video ads on large screens tended to experience feelings of affective trust, whereas reading text ads on smaller screens created greater cognitive

trust, researchers said.

Participants who viewed video ads on larger screens were more likely to want to purchase a product, researchers said. "When users have a large screen, people are processing heuristically, which means they are processing information in a less systematic manner, which may make them more prone to influences from cues in the surroundings and, in general, more open to persuasion," cited Sundar.