James Roberts, Ph.D.

Director, Centre for Nonprofit Leadership and Service, Professor - Marketing

  • Waco TX UNITED STATES

Expert on consumer behavior, human-computer interaction, compulsive buying, and effects of consumerism & technology on individual happiness.

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Spotlight

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 unemployedI 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 ROBERTSJames 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 UNIVERSITYBaylor 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 UNIVERSITYAt 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 Roberts, Ph.D.

3 min

Social Media Could be Fueling a Panic-Buying Response, Says Baylor Expert on Consumerism and Technology

Photos and videos of empty grocery store shelves where toilet paper, paper towels, hand sanitizer and more would typically be stocked have circulated after people responded to COVID-19 fears with panic buying, or bulk buying. Some stores are enforcing quantity limits on certain items and asking people to leave stock for the next person, explaining that their supply chain has not been disrupted.During a time of stress and uncertainty, how do we ease our fears and avoid a counter-productive and potentially selfish bulk-buying response?Baylor University’s Jim Roberts, Ph.D., The Ben H. Williams Professor of Marketing in the Hankamer School of Business, is an internationally recognized expert on consumer behavior and the effects of consumerism and technology on individual happiness.During a brief Q&A, he gave insight to how panic buying content on social media can actually reinforce fear and gave advice on reducing anxiety.Q: Do you see a connection here between consumerism and safety or perceived safety?A: Yes, we call it mortality salience. When we are reminded of our own mortality, we search out products that give us comfort. We naturally buy more when we are threatened.We often seek comfort in our spending particularly in times like these. Some products have practical value, but a shopping cart full of toilet paper is addressing some deeper existential fears as well.Q: There have been a lot of photos floating around online of empty shelves in grocery stores. Is social media affecting panic buying?A: The media benefits from creating hysteria — more people watch and listen when they are frightened. There is something called the availability bias that can explain why we are so fearful. We view things that we have been recently exposed to as more prevalent than they really are.Q: How can people navigate social media during this time in a healthy way?A: Step away from it. Cut back on media exposure and distract yourself by trying to ease others’ burdens.If you turn off your TV and avoid social media you will reduce your anxiety level. Take the emphasis off yourself and you will reap psychological benefits. ABOUT JIM ROBERTS, PH.D.Jim Roberts, Ph.D., The Ben H. Williams Professor of Marketing in Baylor University’s Hankamer School of Business, is a nationally and internationally recognized expert on consumer behavior and has been quoted extensively in the media. He has appeared on CBS’ Early Show, ABC’s World News Tonight, ABC’s Good Morning America and NBC’s The Today Show. He has been quoted and/or featured in The New York Times, The Wall Street Journal, USA Today, National Public Radio, Cosmopolitan Magazine, Glamour and U.S. News and World Report, among many other newspapers, magazines, websites and television outlets.ABOUT BAYLOR UNIVERSITYBaylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 18,000 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 UNIVERSITYAt Baylor University’s Hankamer School of Business, integrity stands shoulder-to-shoulder with analytic and strategic strengths. The School’s 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 www.baylor.edu/business and follow on Twitter at twitter.com/Baylor_Business.

James Roberts, Ph.D.

1 min

Baylor Expert Calls Consumer Response to Coronavirus Crisis an “Ethical Litmus Test,” Advises Application of Golden Rule

Baylor University Marketing Professor Jim Roberts, Ph.D., has been studying consumer behavior and spending habits for decades. He is recognized internationally for his research and commentary on the subject. He said the consumer response during the current coronavirus pandemic -evidenced by the frequent image of empty shelves of essentials -is concerning and advises shoppers to refocus their actions on the good of the community.   “This crisis is an ethical litmus test. I strongly suggest that people not horde essentials, but that they buy only enough for the near future. I am deeply disappointed when I see shoppers with carts full of water, Purell, toilet paper, etc. Essentially, they are saying, ‘Every man for himself,’ instead of, ‘What can we do to survive this crisis together?’ Working with each other always leads to better results. The Golden Rule should dictate at times like these as well as every day of our lives.”ABOUT JIM ROBERTS, PH.D.Jim Roberts, Ph.D., The Ben H. Williams Professor of Marketing in Baylor University’s Hankamer School of Business, is a nationally and internationally recognized expert on consumer behavior and has been quoted extensively in the media. He has appeared on CBS’ Early Show, ABC’s World News Tonight, ABC’s Good Morning America and NBC’s The Today Show. He has been quoted and/or featured in The New York Times, The Wall Street Journal, USA Today, National Public Radio, Cosmopolitan Magazine, Glamour and U.S. News and World Report, among many other newspapers, magazines, websites and television outlets.

James Roberts, Ph.D.
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Biography

James A. Roberts is the Ben H. Williams Professor of Marketing at Baylor University (Ph.D., University of Nebraska-Lincoln) and has been a member of the marketing faculty since 1991. He has had approximately 80 articles published in numerous journals including Computers in Human Behavior, the Journal of Applied Psychology, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Consumer Affairs, Journal of Public Policy and Marketing, Business Horizons, Psychology & Marketing, and many others. He is also the author of two books, “Shiny Objects” (Harper Collins) and “Too Much of a Good Thing: Are You Addicted to your Smartphone?”

Dr. Roberts 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 on The O’Reilly Factor, The Doctors on CBS, , Time.com, US News & World Report, New York Times, USA Today, The Wall Street Journal, National Public Radio, Cosmopolitan Magazine, Glamour, and many other newspapers, magazines, websites, and television appearances.

Current research interests include investigating the antecedents and consequences of smartphone addiction and its impact on personal happiness and professional productivity.

Areas of Expertise

Consumer Psychology
Consumer Behavior
Marketing
Consumer Culture
Materialism
Philosophy
Smartphone Addiction
Smartphone Use
Cellphone Use
Self-Control
Compulsive Buying

Education

University of Nebraska - Lincoln

Ph.D.

Philosophy

University of St. Thomas

B.A.

Marketing

Media Appearances

Flow experiences on TikTok and Instagram linked to mental health issues

PsyPost  online

2023-04-06

James A. Roberts, Ph.D., The Ben H. Williams Professor of Marketing in Baylor’s Hankamer School of Business, is quoted regarding his research in conjunction with Meredith E. David, Ph.D., associate professor of marketing, on the relationship between smartphone and social media use and psychological well-being.

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For god’s sake: Baylor researchers develop a new model to predict smartphone use during church services

EurekAlert  online

2023-02-15

Noted Baylor smartphone researchers and marketing professors Meredith E. David, Ph.D., and James A. Roberts, Ph.D., have developed a new model that is a powerful predictor of the acceptance of incorporating smartphones into a church service.

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2023 Valentine’s Day Spending Survey

WalletHub  online

2023-02-07

For this article on spending for Valentine's Day, Baylor consumer behavior expert James A. Roberts, Ph.D., The Ben H. Williams Professor of Marketing, discusses how money – and particularly credit – affects relationships.

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Articles

My life has become a major distraction from my cell phone: Partner phubbing and relationship satisfaction among romantic partners

Computers in Human Behaviour

2016

Partner phubbing (Pphubbing) can be best understood as the extent to which an individual uses or is distracted by his/her cell phone while in the company of his/her relationship partner. The present study is the first to investigate the oft-occurring behavior of Pphubbing and its impact on relationship satisfaction and personal well-being. In Study 1, a nine-item scale was developed to measure Pphubbing. The scale was found to be highly reliable and valid. Study 2 assessed the study's proposed relationships among a sample of 145 adults. Results suggest that Pphubbing's impact on relationship satisfaction is mediated by conflict over cell phone use. One's attachment style was found to moderate the Pphubbing – cell phone conflict relationship. Those with anxious attachment styles reported higher levels of cell phone conflict than those with less anxious attachment styles. Importantly, Pphubbing was found to indirectly impact depression through relationship satisfaction and ultimately life satisfaction. Given the ever-increasing use of cell phones to communicate between romantic partners, the present research offers insight into the process by which such use may impact relationship satisfaction and personal well-being. Directions for future research are discussed.

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Does Thin Always Sell? The Moderating Role of Thin Ideal Internalization on Advertising Effectiveness

Atlantic Marketing Journal

2015

Much of the current focus on the use of ultra-thin models in fashion magazines can be attributed to Madison Avenue which still operates under a “Thin Sells” ethos. Research to date, however, has provided equivocal evidence of the efficacy of thin models in advertising (Yu 2014). The present study’s two related objectives include: (1) determining whether model size has an impact on advertising effectiveness, and (2) if internalization of the thin ideal moderates this relationship. Study results suggest model size in fashion advertisements has no main effect on advertising effectiveness. Additionally, thin ideal internalization moderates the model size – advertising effectiveness relationship. Women who internalized the thin ideal were more receptive to thin models compared to average-size models. For low internalizers, model size has no significant impact on advertising effectiveness. These findings suggest that the current “thin sells” fixation is a gross oversimplification of how women respond to advertising. Directions for future research and study limitations are discussed.

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I need my smartphone: A hierarchical model of personality and cell-phone addiction

Personality and Individual Differences

2015

Using a comprehensive personality model, this study is the first to examine the relationship between a full range of personality traits and cell phone addiction. 346 college students completed an online survey that asked respondents to complete measures of the Big-Five personality traits and measures of materialism and need for arousal, Barratt’s (1959) impulsiveness scale, and a four-item measure of cell phone addiction. Data were analyzed using structural equation modeling. Couched in Mowen’s (2000) 3M Hierarchical Model of Personality, the elemental traits of emotional instability and materialism were positively associated while introversion was negatively associated with cell phone addiction. The central trait of attention impulsiveness exhibited a direct and positive association with cell phone addiction. A significant negative relationship between conscientiousness and all three dimensions of Barratt’s impulsiveness scale (central trait) was found. Several additional relationships between the elemental traits of Mowen’s personality hierarchy and the three dimensions of impulsiveness (central trait) also were uncovered. Study implications and future research directions are discussed.

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