In the age of distraction, the study of attention economics is booming. Attention economics is an approach to the management of information overload and its impact on our economic and social systems. Those specialising in the impact on consumerism suggest that human attention is becoming so scarce that it will become a market currency unto itself and that future marketers will trade on attention as a measure of advertising success.

One such thought leader is Associate Professor Thales Teixeira of Harvard Business School who's work considers the rising cost of decreasing attention, suggesting that marketers should apply different advertising content strategies depending on the quality of the attention delivered by competing media (i.e. direct response or brand image). His work revolves around the sensible premise that attention is the allocation of mental resources and before consumers can be affected by advertising messages, they need to first be paying attention, and the more attention, the better the impact.