Introduction
THE VALUE OF SHOPPER BEHAVIOR
The impetus for this book came when my friends began talking about getting their kicks. They got these kicks™ by walking into a shop or scanning a bar code. But these weren’t ordinary kicks. These kicks were points, redeemable at a host of retailers. My friends weren’t actually buying anything, yet they were earning a kind of wage. This struck me as a radically different interface with commerce.
I was reminded of a book I had read a few years earlier, The Attention Economy. In this book, the authors explained how attention would be a unit of currency in the future. Then I saw this happening before my eyes: Facebook announced that it would pay consumers to watch advertising. But there was even more happening ...
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