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Professor Anindya Ghose shares takeaways from his research on mobile advertising as featured in his forthcoming book, "Tap"

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Excerpt from Wharton@Work -- "'On the outside,' says Professor Anindya Ghose, 'it is very easy for businesses to get discouraged by consumers’ seeming resistance or inhibition to advertising. What lies beneath the surface is different though.' In his new book Tap: Unlocking the Mobile Economy, Ghose says the leveraging of mobile data, combined with his ground-breaking studies in randomized field experiments in different parts of the world, economics, and behavioral psychology, have unearthed knowledge that can help us better understand our customers, and ourselves."

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