Abstract
Given the sheer amount of communication channels between consumers and brands that exist today, consumers feel increasingly overstimulated. The users’ attention has become a global currency, with so-called attention merchants selling their screen time to the highest bidder. But there can be witnessed a rising awareness of these mechanics. And as our world is becoming increasingly fast-paced, complex, and confusing, the ubiquitous dogma of the pursuit of money, status, and personal achievements is steadily being replaced by a pursuit of a life that is well-balanced and interconnected with other people and the environment. Tailoring customer experience and user experience according to these needs and values is crucial for being successful in the battle for the users’ attention.
This chapter was written by Felix van de Sand.
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van de Sand, F., Frison, AK., Zotz, P., Riener, A., Holl, K. (2020). The Battle for Attention. In: User Experience Is Brand Experience. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-29868-5_1
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