Experience Stern | Faculty & Research

Excerpt from The Wall Street Journal -- "According to the study, commuters purchased 2.1% of the deals when the train was at two people per square meter, for example, versus 4.3% at five people per square meter. A stuffy train, the study concludes, can effectively send commuters into the hands of brands.'This was the mechanism to cope with the loss of personal space in a crowded situation,' said Anindya Ghose, co-director of Stern’s Center for Business Analytics and co-author of the paper. 'Commuters essentially escape from all of this by going to the personal mobile space.'"

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