Attention Economy


Wednesday, January 15, 2014

Is There An ‘Economic Approach’?


A thought-provoking piece from FT’s John Kay posits the following proposition:

As noted in the FT piece, Nobel Laureate Gary Becker probably provided the best formulation of the so-called economic approach nearly forty years ago:

“... “the combined assumptions of maximising behaviour, market equilibrium and stable preferences, used relentlessly and unflinchingly, form the heart of the economic approach”. He went on to claim: “The economic approach is a comprehensive one that is applicable to all human behaviour.”

But, John Kay offers a useful critique:

“... remains in vogue, not because its answers are right but because they are unequivocal, and supporters attach more importance to universality than to relevance. If you criticise its applications, you will be asked what theory you would use instead. But there is no obligation to answer. The alternative is not some other all-encompassing theory of human behaviour but a pragmatic view recognising that explanations are appropriately context-specific.”