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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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Crowdedness: Why Scarcity of Space Matters

Crowdedness: Why Scarcity of Space Matters

(p.107) 8 Crowdedness: Why Scarcity of Space Matters

Anindya Ghose

The MIT Press

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: crowdedness. Not all crowds are created equal. There are many crowds that are pleasurable to be a part of, such as the 20,000 people in a sold-out arena for a rock concert or a championship basketball game. However, crowds have also been shown to make people want to escape, which they can do through their smartphones. Consumers immerse themselves in their mobiles phones “as a means to avoid unwanted encounters” and gain a sense of control over their space and privacy. The smartphone also allows advertisers a way to approach consumers at stressful times. If the advertiser knows how crowded a consumer's surroundings are, perhaps a mobile message or advertisement can provide a safety valve or much needed diversion for people?

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

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