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TapUnlocking the Mobile Economy$
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Anindya Ghose

Print publication date: 2017

Print ISBN-13: 9780262036276

Published to MIT Press Scholarship Online: January 2018

DOI: 10.7551/mitpress/9780262036276.001.0001

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Striking a Balance

Striking a Balance

Chapter:
(p.33) 3 Striking a Balance
Source:
Tap
Author(s):

Anindya Ghose

Publisher:
The MIT Press
DOI:10.7551/mitpress/9780262036276.003.0004

This chapter discusses the importance of businesses striking the right balance in consumer lives while leveraging technologies. On the surface, it is very easy for businesses to get discouraged by consumers' seeming resistance or inhibition to advertising. However, what lies beneath the surface is different. On the inside, consumers do have appreciation for advertising, albeit at varying levels. This is reflected in four behavioral contradictions, which are particularly striking as business becomes more aware of the immense and untapped power of the mobile economy: (i) people seek spontaneity, but they are predictable and they value certainty; (ii) people find advertising annoying, but they fear missing out; (iii) people want choice and freedom, but they easily get overwhelmed; and (iv) people protect their privacy, but they increasingly use their personal data as their currency.

Keywords:   consumer behavior, mobile advertising, marketing, mobile economy

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