Cover -- Half-title -- Title -- Copyright -- Contents -- 1 A Frog Slowly Boiled -- 2 The Discriminating Merchant -- 3 Toward the Data- Powered Aisle -- 4 Hunting the Mobile Shopper -- 5 Loyalty as Bait -- 6 Personalizing the Aisles -- 7 What Now? -- Acknowledgments -- Notes -- Index -- A -- B --...

Eye-tracking technology has become increasingly popular in studying consumer behavior and decision-making as a part of the marketing research area. The paper highlights the importance of eye tracking in the study of consumer behavior including the use of eye tracking in virtual reality...