Trajectory: Watch Where You’re Walking

Tap ◽  
2017 ◽  
Author(s):  
Anindya Ghose
Keyword(s):  
Three Dimensions ◽  
Purchase Decisions ◽  
Mobile Advertising ◽  
Front Door ◽  
Number Of Factors ◽  
Day Of The Week ◽  
Spatial Trajectory

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: trajectory. An individual's trajectory is the physical, behavioral trace of his or her offline movements. Firms can measure when we walk past their physical stores, when we come through the front door, when we walked up to the second floor, and so on. Trajectory has three dimensions: time, route, and velocity. Time includes the starting and ending point of the trajectory and the day of the week. Route is not location itself, but rather a way to determine how similar someone's spatial trajectory is to others. Velocity contains information about how fast the individuals are moving. Underlying these three dimensions is a fourth and far more granular dimension called semantics. Semantics takes a number of factors into account, such as the likelihood that someone may visit a certain store, how much time they spend there, how much time they spend moving to another location, and how related or unrelated those two stores are.

Time: It’s On Your Side

Tap ◽  
2017 ◽  
Author(s):  
Anindya Ghose
Keyword(s):  
Real Time ◽  
Positive Response ◽  
Time Of Day ◽  
Advertising Effectiveness ◽  
Purchase Decisions ◽  
Mobile Advertising ◽  
Individual Consumer ◽  
Coupon Redemption ◽  
Day Of The Week ◽  
The Relationship

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: time. It addresses questions such as: How can advertisers use time to their advantage to reach their target audience? Now that smartphones give advertisers the opportunity to reach an individual consumer in real time, what is the secret to getting the timing and the ad right? What is the best way to deliver a timely advertisement that will trigger a positive response? The chapter discusses advertising effectiveness based on time of day, advertising effectiveness based on day of the week, effectiveness of coupon redemption windows, the relationship between redemption windows and geography, and mobile advertising and its effect on different stages of the purchase funnel.

scholarly journals Characteristics of Precedent: The Case Law of the European Court of Justice in Three Dimensions

2015 ◽  
Vol 16 (5) ◽  
pp. 1073-1098 ◽  
Author(s):  
Mattias Derlén ◽  
Johan Lindholm
Keyword(s):  
European Union ◽  
Case Law ◽  
Three Dimensions ◽  
Eu Law ◽  
The European Union ◽  
European Union Law ◽  
Court Of Justice ◽  
European Court ◽  
Number Of Factors ◽  
The One

AbstractThe case law of the Court of Justice of the European Union (CJEU) is one of the most important sources of European Union law. However, case law's role in EU law is not uniform. By empirically studying how the Court uses its own case law as a source of law, we explore the correlation between, on the one hand, the characteristics of a CJEU case—type of action, actors involved, and area of law—and, on the other hand, the judgment's “embeddedness” in previous case law and value as a precedent in subsequent cases. Using this approach, we test, confirm, and debunk existing scholarship concerning the role of CJEU case law as a source of EU law. We offer the following conclusions: that CJEU case law cannot be treated as a single entity; that only a limited number of factors reliably affect a judgment's persuasive or precedential power; that the Court's use of its own case law as a source of law is particularly limited in successful infringement proceedings; that case law is particularly important in preliminary references—especially those concerning fundamental freedoms and competition law; and that initiating Member State and the number of observations affects the behavior of the Court.

Tech Mix: Solving Wanamaker’s Riddle

Tap ◽  
2017 ◽  
Author(s):  
Anindya Ghose
Keyword(s):  
Two Dimensions ◽  
Purchase Decisions ◽  
Mobile Advertising ◽  
Holy Grail ◽  
Multiple Devices

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: tech mix. Tech mix can be described as a force that enables businesses to pursue omni-channel marketing. It has two dimensions. First, consumers today spend time on multiple devices (or multiple screens) and this sort of multihoming creates an interdependency between devices that firms can tap into. Second, consumers are exposed to multiple ad messages in different ad formats for the same brand across different channels at different points in time in their path to purchase. This creates potential omni-channel synergies. These two dimensions of tech mix influence consumers' behavior in non-trivial ways and have made digital attribution the holy grail of advertising.

Saliency: Can You See Me Now?

Tap ◽  
2017 ◽  
Author(s):  
Anindya Ghose
Keyword(s):  
Position Effect ◽  
Purchase Decisions ◽  
Trial And Error ◽  
Mobile Advertising ◽  
Ideal World ◽  
Error Process

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: saliency. Today's consumers may find advertising annoying, but they fear missing out and would prefer not to waste time in the trial-and-error process of searching for what they need. They want choice and freedom, but they also get easily overwhelmed. Imagine an ideal world where we don't need to scroll down and squint to find what we want. We don't need to refine and repeat our search or make a tough call. We always get the “best right answer” with the least possible effort. This is referred as saliency or the position effect. Consumers want to see the best right answer stand out on their screens. Advertisers, retailers, and other marketers want their message to be that “best right answer.”

Location: Why Geography Matters

Tap ◽  
2017 ◽  
Author(s):  
Anindya Ghose
Keyword(s):  
Real Time ◽  
Purchase Decisions ◽  
Mobile Advertising ◽  
Product Preferences ◽  
Zip Code

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: location. For many decades, location-based marketing usually meant being able to target users at the level of ZIP codes. Every consumer in the same ZIP code received the same offer, presumably because they had homogeneous preferences stemming from similar socioeconomic and demographic backgrounds. However, in today's mobile economy, firms can know in real time which store someone is visiting, which aisle in the store someone is standing in, and in some cases estimate shelf location of the product someone is staring at. Consumers' location histories are very predictive of their product preferences. This means their locations will influence their responses to marketing offers.

Vestibular coriolis effect differences modeled with three-dimensional linear-angular interactions

2004 ◽  
Vol 14 (6) ◽  
pp. 443-460 ◽  
Author(s):  
Jan E. Holly
Keyword(s):  
Coupling Effect ◽  
Three Dimensional ◽  
Three Dimensions ◽  
Linear Component ◽  
Number Of Factors ◽  
Crucial Component ◽  
Chair Rotation ◽  
Common Framework ◽  
Laws Of Motion ◽  
Head Roll

The vestibular coriolis (or "cross-coupling") effect is traditionally explained by cross-coupled angular vectors, which, however, do not explain the differences in perceptual disturbance under different acceleration conditions. For example, during head roll tilt in a rotating chair, the magnitude of perceptual disturbance is affected by a number of factors, including acceleration or deceleration of the chair rotation or a zero-g environment. Therefore, it has been suggested that linear-angular interactions play a role. The present research investigated whether these perceptual differences and others involving linear coriolis accelerations could be explained under one common framework: the laws of motion in three dimensions, which include all linear-angular interactions among all six components of motion (three angular and three linear). The results show that the three-dimensional laws of motion predict the differences in perceptual disturbance. No special properties of the vestibular system or nervous system are required. In addition, simulations were performed with angular, linear, and tilt time constants inserted into the model, giving the same predictions. Three-dimensional graphics were used to highlight the manner in which linear-angular interaction causes perceptual disturbance, and a crucial component is the Stretch Factor, which measures the "unexpected" linear component.

Social Dynamics: You Are Who You’re With

Tap ◽  
2017 ◽  
Author(s):  
Anindya Ghose
Keyword(s):  
Social Context ◽  
Social Dynamics ◽  
Group Composition ◽  
Family Members ◽  
Real Life ◽  
Purchase Decisions ◽  
Mobile Advertising ◽  
The Social ◽  
The Impact

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: social dynamics. Recent studies have shown that the social company we keep changes our behavior. This is our social context. Beyond our individual location at any given time, our social context influences how we interact in real life as part of a group of friends, as a couple, or with family members. And these behaviors are fundamentally different than how we behave when we are on our own. The chapter discusses the impact of social dynamics on mobile purchases, the importance of group composition, and digging deeper into consumers' personalities.

Weather: Creating the Perfect Storm

Tap ◽  
2017 ◽  
Author(s):  
Anindya Ghose
Keyword(s):  
Decision Making ◽  
Scientific Literature ◽  
Business Success ◽  
Purchase Decisions ◽  
Mobile Advertising ◽  
Medium Term ◽  
Short Term ◽  
Success Stories ◽  
Perfect Storm

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: weather. Weather is ubiquitous and omnipresent. Scientific literature tells us just how strongly weather can influence our behavior, our moods, and our short-term, medium-term, and long-term decision making. One study showed that when our moods change, weather can account for as much as 40 percent of that change. Weather also offers that special ingredient that helps improve our understanding and find ways to make advertising a lucrative win-win for businesses and customers: lots and lots of data. The chapter introduces a mix of academic studies and business success stories, which show that the value of weather as a very influential driver of behavior. It discusses how weather affects mobile purchases and drives sales of big-ticket items.

scholarly journals SUSTAINABLE CONSUMPTION – BETWEEN THEORY AND PRACTICE

2018 ◽  
Author(s):  
Władysława ŁUCZKA ◽  
Joanna SMOLUK-SIKORSKA
Keyword(s):  
Sustainable Consumption ◽  
Theory And Practice ◽  
Three Dimensions ◽  
Environmental Aspects ◽  
Collaborative Consumption ◽  
Demand And Supply ◽  
First Case ◽  
Number Of Factors ◽  
Responsible Consumption ◽  
Consumer Habits

The aim of the considerations is to define the essence of sustainable consumption as one of the conditions of the practical realisation of sustainable development concept. The paper underlines the importance of sustainable consumption implementation as well as its importance for the future development. The existence of narrow and broad understanding of sustainable consumption was indicated in the elaboration. In the first case, it concerns environmental aspects, whereas in the second, it covers three dimensions: economic, environmental and social ones. The authors also indicated the practices in fames of sustainable consumption on different levels, i.e. individuals, households and governmental ones. They considered different aspects of sustainable consumption, which is an alternative occurrence in relation to consumptionism and manifests itself in eco-consumption, collaborative consumption, deconsumption and responsible consumption. Nevertheless, sustainable consumption is on the margin of mainstream consumption processes. The elaboration also presents a number of factors and obstacles for realisation of the sustainable consumption, both on demand and supply side. First, it requires fundamental changes in value system, social awareness and consumer habits. The state should use particular tools (informational, legal, economic and financial ones) to enable realisation of the sustainable consumption concept.

scholarly journals SOCIAL MEDIA INFLUENCER, BRAND AWARENESS, AND PURCHASE DECISION AMONG GENERATION Z IN SURABAYA

2021 ◽  
Vol 23 (1) ◽  
pp. 18-26
Author(s):  
Fransisca Andreani ◽  
Leonardo Gunawan ◽  
Selden Haryono
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Partial Least Square ◽  
Least Square ◽  
Three Dimensions ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Analysis Techniques ◽  
Generation Z

Many restaurants and cafes use Social Media Influencer (SMI) services to promote their products/ services. The three dimensions of SMI include reach, relevance, and resonance; and these can influence brand awareness and purchase decision of generation Z consumers. This study involved 108 respondents and used SPSS and Partial Least Square (PLS) as data analysis techniques. The results of this study indicate that reach, relevance and resonance of SMI have positive and significant influences on brand awareness. Reach has positive but insignificant influence on purchase decisions; whereas, relevance and resonance have positive and significant influences on purchase decision. Finally, brand awareness has positive but insignificant influence on purchase decision of Generation Z to restaurants and cafes in Surabaya.

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