Have you ever wondered why you receive certain ads at specific times or why some mobile apps seem to know exactly what you need? In his book Tap: Unlocking the Mobile Economy, Anindya Ghose explores how mobile technology influences our daily decisions.
Ghose is a professor at New York University and a leading expert in digital economics, he wrote this book to explain the economic and behavioral principles behind mobile marketing and data-driven personalization.
He introduces 9 key forces that shape how consumers behave in a mobile-driven work, drawing insights from his extensive research and real-world examples.
Understanding these forces can help businesses create better strategies to connect with their customers.
The 9 Forces That Influence Consumer Decisions
1. Context
Context is about understanding the situation in which a consumer is making a decision.
For example, an online shopping app may suggest products based on past searches and current browsing behavior. If someone is looking at workout gear, the app might show fitness accessories or diet plans to match their interest.
Business Implication: Companies should analyze user behavior and tailor recommendations based on real-time context. Personalized experiences increase engagement and drive conversions.
2. Location
Where a person is physically located affects their needs and choices.
A fast-food app may send a discount offer when a customer walks near a restaurant. Similarly, Coca-Cola has tested vending machines that change prices based on local weather—offering cold drinks at higher prices on hot days when demand is high.
Business Implication: Businesses can use location-based marketing to send timely offers and drive foot traffic. Geo-targeted promotions enhance customer convenience and increase sales.
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