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

1 Faculty News March 1, 2017 ![wharton@work logo 192 x144](/sites/default/files/styles/246w/public/assets/images/whartonatwork192x144.jpg?itok=EpFbmgMy)>

Excerpt from [Wharton@Work](http://executiveeducation.wharton.upenn.edu/thought-leadership/wharton-at-work/2017/03/embracing-contradiction) -- "'On the outside,' says Professor [Anindya Ghose](http://www.stern.nyu.edu/faculty/bio/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."

[Read more](http://executiveeducation.wharton.upenn.edu/thought-leadership/wharton-at-work/2017/03/embracing-contradiction)