Striking a Balance
Striking a Balance
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
MIT Press Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.
Please, subscribe or login to access full text content.
If you think you should have access to this title, please contact your librarian.
To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.
