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(100871),,:(1),,(North,1998;,1995,1996,1997;Arrow,1994;Becker,1994,1996)(Best,1998;Simon,1996),,,,,,,,,,,,,(attention),,,,,:(ShapiroandVarian,2000;Tapscott,Ticoll,andTowy,2000;PineandGilmore,1999),,,,,,,,,,,,,,,(),(),(intention)(intention,pp.668-669,AmericanHeritageDictionary,HoughtonMifflin,1985),(stimuli),attention(attention),,payto(payattentionto)76200010,,,(),,(MusselerandAschersleben,1996),intentionattention70,(selectiveattention),,-,:,chunk(),,(Ebbinghaus,1885),,30,,,(AVL)(AtkinsonandShiffrin,1968),(Buckner,1996;,2000),(Bartlett,1932;Craik,1979;Schacter,1989;An2derson,1993;Best,2000,345):(),,7(SimonandKaplan,1996),7(Best,2000,P186),:(),()(Beneli,1997),(),:():(1),(2),(3),()(Broadbent,1958;Kahneman,1973;Johnston,1995;Best,2000,P.37-55),,(34),,(,),86:jtnj,{x1,x2,,xn},xi,wji,1(ni=1Wji=1),jAj,wjixiAj,wjiAj,jAj,(Aj1),{wj1,wj2,wjn},{x1,x2,,xn},,,,{yj1,yj2,,yjN},,Nn,,fjj,,j,,jUjyj{y1,y2,,yN}j,,:U=U(jy|-j),jy|-j{1y,2y,,jy,y},j,j,-j{1y,2y,,j-1y,j+1y,,y}j{wj1,wj2,,wjn},j:yji=fij(x1,x2,,xn;wj1,wj2,,wjn;K),i{1,2,,N},KBecker(1994),():maxjwUj(yj|-j),:n1wji1(1)yji=fij(x1,x2,,xn;wj1,wj2,,wjn;K),i{1,2,,N}(2):i5Uj5wjii{1,2,,n},(arbitragecondition):5Uj/5wji5Uj/5wjs=5Uj/5wjl5Uj/5wjsPil,i,l,{1,2,,n},jxix1(wjs),jxi,,(),xi,,5Uj/5wji5Uj/5wjs5Uj/5wjl5Uj/5wjsPl{1,2,,n}li,xi96200010,K,,(),,,,,,,,,(),jT,j:maxjw(t)Jjjw(t)T0Ujjy(t)|-j(t)e-tdt(3):n1wji(t)1yji(t)=fij(x1(t),x2(t),,xn(t);wj1(t),wj2(t),,wjn(t);Kj(t)),i{1,2,,N}(4)Ktj(t)=g(jw(t),Kj(t)),Kj(0)=K0(5)-j(t)t,((t),-j(t),jwj(t)jw(t)cj(w,w)Jj(w)-Jj(w)),:(1)xi(t)tzttz,wjiKj(t)wjit+(),t+wji,wji=1;(2)xi(t)tzttz,jKjt+jKj,,(2)Kj,{Kj1,Kj2,,KjN},K&ji(t)=gi(jw(t),Kji(t)),Kji(0)=Kji0,i{1,2,,N},:yji(t)=fij(x1(t),x2(t),,xn(t);wj1(t),wj2(t),,wjn(t);Kji(t)),i{1,2,,N},(1)(2),,,,(3):,,1(1)(2)(3)j,Ke:(1)xi,,K07:;(2)K,wi;(3),23123,:(1),RonaldHeiner(1983)Heiner,,,,,,,,(2),,(,1994)(3),,,,(4)(,,),,,3,(motivation)(5)4,t:,17200010,1994:,,1995:,9,1996:,,10,1997:,6CarlShapiroandHalVarian,2000:,33-34,64-65,JohnBest,2000:,,J.R.Anderson,RulesoftheMind,Hillsdale,NJ:Erlbaum,1993.KennethArrow,1994,MethodologicalIndividualismandSocialKnowledge,StanfordInstituteforTheoreticalEconomics,Techni2calReprotSeries.R.C.Atkinson,andR.M.Shiffrin,1968,HumanMemory:aProposedSystemandItsControlProcesses,inW.K.SpenceandJ.T.Spence,eds.,ThePsychologyofLearningandMotivation:AdvancesinResearchandTheory,Vol.I,pp.89-195.NewYork:A2cademicPress.R.L.Buckner,1996,BeyondHERA:ContributionsofSpecificPrefrontalBrainAreastoLong2TermMemoryRetrieval,Psycho2nomicBulletinandReview,Vol.3:149-158.F.I.M.Craik,1979,HumanMemory,AnnualReviewofPsychology,Vol.30:63-102.F.C.Bartlett,1932,Remembering:AStudyinExperimentalandSocialPsychology,Oxford:CambridgeUniversityPress.GaryBecker,KevinMurphy,1993,TheDivisionofLabor,CoordinationCosts,andKnowledge,QuarterlyJournalofEconomics1994,pp.299-322,inG.Becker,HumanCapital,3rded.,UniversityofChicagoPress.GaryBecker,1996,Habits,Addictions,andTraditions,pp.118-138,inG.Becker,AccountingforTastes,HarvardUniversityPress.IrisBeneli,1997,SelectiveAttentionandArousal,ResearchreportatCaliforniaStateUniversiry,Northridge,Spring.D.E.Broadbent,1958,PerceptionandCommunication,London:PergamonPress.H.Ebbinghaus,Memory,1885,translatedbyH.RuyerandC.E.Bussenius,NewYork:TeachersCollege,ColumbiaUniversity,1913.RonaldHeiner,1983,TheOriginofPredictableBehavior,AmericanEconomicReview.J.C.Johnston,R.S.McCann,andR.W.Remington,1995,ChronometricEvidenceForTwoTypesofAttention,PsychologicalScience,vol.6:365-369.D.Kahneman,1973,AttentionandEffort,EnglewoodCliffs,NJ:Prentice2Hall.MusselerandAschersleben,MislocalizingtheFirstPositionofaMovement:anAttentionalExplanation,Perception&Psy2chophysics60:683-395.DouglassNorth,1998,speechatCenterforInternationalPrivateEnterprise,theConference:StrategiesforAdvancingReforminLatinAmerica,Miami,Florida,December2-3.JosephPine,andJamesGilmore,1999,TheExperienceEconomy:WorkIsTheatreandEveryBusinessaStage,HarvardBusinessSchoolPress.D.L.Schacter,1989,OntheRelationshipBetweenMemoryandConsciousness:DissociableInteractionsandConsciousExperi2ence,pp.355-389,inH.L.RoedigerandF.I.M.Craik,eds.,VarietiesofMemoryandConsciousness,Hillsdale,NJ:Erlbaum.HerbertSimon,1996,TheSciencesoftheArtificial,3rded.,MITPress.HerbertSimon,andCraigKaplan,FoundationsofCognitiveScience,dhapter1,MichaelPosner,ed.,1996:FoundationsofCog2nitiveScience,5thed.,MITPress.DonTapscott,DavidTicoll,andAlexLowy,2000:DigitalCapital:HarnessingthePowerofBusinessWebs,pp.202-203,Manag2ingAttentionastheScarcestResourceintheDigitalEconomy,HarvardBusinessSchoolPress.(:)(:)27: