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A figyelem ökonómiája. A vevők meghódításának új módszerei és csatornái
[Economy of attention - new methods and channels for receiving customers]

Author

Listed:
  • Hámori, Balázs

Abstract

A többletgazdaságban a termelőknek/szolgáltatóknak/kereskedőknek törekedniük kell a vevők meghódítására. Ennek költségei, amelyek csak igen csekély többlethasznot hoznak a fogyasztók számára, az idők során folyamatosan nőttek. Az információgazdaságra jellemző szolgáltatások - különösen a szellemi javak - esetében meghatározó tényező a fogyasztásukhoz, felhasználásukhoz szükséges figyelem. A személyes szolgáltatások mindig is nagy figyelmet igényeltek. A termelés és a szolgáltatások testreszabásával, a közvetlen interakciók sűrűsödésével és a tranzakciók virtuális térbe helyeződésével szükségszerűen nő a gazdasági folyamatok figyelemigénye. Az immateriális javak előállítói számára a partnerek figyelmének a lekötése gyakran a legfontosabb versenytényező. Nemcsak a vevők figyelmének, hanem az eladók figyelmének a jelentősége is nő: a figyelem mint eladói "szolgáltatás" az értékteremtés forrásává válik. Radikálisan változnak a figyelem felkeltésének a módszerei is. A figyelem "tőzsdéje" a társadalmi nyilvánosság, és az internet akár a figyelem sajátos világpiacaként is felfogható. Dicsőség, kiválóság és presztízs a felhalmozott figyelem megnyilvánulási formái. Azaz, a figyelem tőke-, értékmegőrző és -gyarapító funkcióval rendelkezik, noha azt nem lehet minden további nélkül összevetni a pénz hasonló mechanizmusaival. A figyelem ökonómiája ma még gyerekcipőben jár, ám nem kétséges, hogy az információgazdaság tranzakciós terének a vizsgálatakor kiemelten kell figyelni a figyelemre.* Journal of Economic Literature (JEL) kód: D21, D80, E71, M31, M37.

Suggested Citation

  • Hámori, Balázs, 2021. "A figyelem ökonómiája. A vevők meghódításának új módszerei és csatornái [Economy of attention - new methods and channels for receiving customers]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(1), pages 96-124.
    • Handle: RePEc:ksa:szemle:1949
    DOI: 10.18414/KSZ.2021.1.96
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    References listed on IDEAS

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    2. Agnès Festré & Pierre Garrouste, 2011. "The Economics of Attention," Post-Print hal-01300671, HAL.
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    More about this item

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • D80 - Microeconomics - - Information, Knowledge, and Uncertainty - - - General
    • E71 - Macroeconomics and Monetary Economics - - Macro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on the Macro Economy
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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