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...

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...

Introduction -- Theoretical Foundations: The Organizational Context and High Reliability Theory -- Theoretical Foundations: The Collaborative Context -- Theoretical Foundations: The Decision-Making Context -- Conceptualized Research Model and Conceptual Connections -- Research Approach and...