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Professor Anindya Ghose's new book, "Tap," is excerpted

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Excerpt from Recode -- "...commuters in crowded subway trains are about twice as likely to respond to a mobile offer by making a purchase vis-à-vis those in non-crowded trains. The response rate across the entire sample was five times higher than the average response rate of mobile coupons and twice the response rate for location-based mobile coupons."'

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