Ile kosztuje cisza?
What’s the Price of Silence?

Summary/Abstract: What is important for humans can also be noticed and utilized by today’s mar¬keting industry. Capitalist economy seduces its customers, i.e. consumers, with increasing sophistication, offering ever newer or freshly presented products and services. Contemporary, holistic marketing employs knowledge about humans, whose need to valuate everything they perceive is an inherent feature. One way to persuade customers of a given offer’s uniqueness is to refer to a particular customer group’s system of values. Silence, although physically experienced, is primarily a cultural construct with strong references to axiology. As such, it can become a widely shared carrier for aesthetic or vital values. Along with such references to cultural values, it is sometimes used to build the economic value of a product or service. The article attempts to show these dependencies and explain how the sale of such a completely immaterial and difficult to normally describe phenomenon as silence might work.

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