Shiri Melumad

Shiri Melumad
  • Assistant Professor of Marketing

Contact Information

  • office Address:

    753 Jon M. Huntsman Hall
    3730 Walnut Street
    University of Pennsylvania
    Philadelphia, PA 19104

Research Interests: Consumer Psychology of Technology, New Media and User-Generated Content, Digital Marketing


Shiri Melumad is an Assistant Professor of Marketing and Wolpow Family Faculty Scholar at the Wharton School of the University of Pennsylvania. Shiri’s research interests include the consumer psychology of technology usage, new media and user-generated content, and digital marketing. Her work has appeared in a number of journals including the Journal of Consumer Research, Journal of Marketing Research, and Journal of Marketing.

She holds a Ph.D. and M.Phil. in Marketing from Columbia University’s Graduate School of Business, and a B.A. in Psychology from Columbia University.

More information is available at Shiri’s personal page:

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  • Shiri Melumad and Robert Meyer (2020), Full Disclosure: How Smartphones Enhance Consumer Self-Disclosure, .

    Abstract: Results from three large-scale field studies and two controlled experiments show that consumers tend to be more self-disclosing when generating content on their smartphone versus personal computer. This tendency is found in a wide range of domains including social media posts, online restaurant reviews, open-ended survey responses, and compliance with requests for personal information in web advertisements. The authors show that this increased willingness to self-disclose on one’s smartphone arises from the psychological effects of two distinguishing properties of the device: (1) feelings of comfort that many associate with their smartphone and (2) a tendency to narrowly focus attention on the disclosure task at hand due to the relative difficulty of generating content on the smaller device. The enhancing effect of smartphones on self-disclosure yields several important marketing implications, including the creation of content that is perceived as more persuasive by outside readers. The authors explore implications for how these findings can be strategically leveraged by managers, including how they may generalize to other emerging technologies.