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Is tracked data changing consumer behavior? By Aditya Abeysinghe   From smartwatches to smart homes Internet of Things (IoT) changed the way consumers use day to day appliances. However, IoT also sends collected sensor and other data to vendors and other parties. These data are then analyzed and are used for advertising, test product usages etc. Data analyzed are also used to explore knowledge and wisdom on how consumer activities could be adjusted. This part of analysis and then changing consumer behavior on data generated from IoTs is called Internet of Behavior. Behavior is not only about how consumers perceive about an IoT device but also about the emotions, decisions and the mutual bond they link to a device. For example, a smartwatch can measure the miles a customer walks and health related aspects such as sleep monitors, blood pressure monitors. These data can be then analyzed and recommendations could ...