Ghose discusses several behavioral contradictions displayed by consumers in the mobile economy. For example, people seek spontaneity, but they are predictable and they value certainty. People find advertising annoying, but also they fear missing out. People value their privacy, but they also increasingly use their personal data as their currency. Ghose demystifies how firms can resolve such behavioral contradictions and delight consumers at the same time. He makes a compelling argument that mobile advertising – done well – is far from a creepy and futuristic intrusion into our personal lives.

Anindya Ghose is a Professor of Information, Operations and Management Sciences and a Professor of Marketing at New York University’s Leonard N. Stern School of Business. He is the Director of the Center for Business Analytics at NYU Stern. In 2014, he was named by Poets & Quants as one of the “Top 40 Professors Under 40 Worldwide” and by Analytics Week as one the “Top 200 Thought Leaders in Big Data and Business Analytics.” He is the youngest recipient of the prestigious INFORMS ISS Distinguished Fellow Award.