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

1 Faculty News April 25, 2017 ![Recode logo](/sites/default/files/styles/246w/public/assets/images/con_047704.jpg?itok=jWIpQ2i2)>

Excerpt from [Recode](https://www.recode.net/2017/4/25/15408846/study-mobile-ads-crowds-purchase-subway-commuters) -- "...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."'

[Read more](https://www.recode.net/2017/4/25/15408846/study-mobile-ads-crowds-purchase-subway-commuters)