姓名、肖像、声音等人格标识可以统称为人格形象。对于人格形象中所蕴含的财产性利益，其保护的正当性基础一直以来都充满争议，出于保护人格尊严的目的保护人格形象利益一直是我国学界的通说。此外，在比较法上，还有财产权理论和标识混淆理论可以证成人格形象利益的保护。但是，现有的理论都并非完美。鉴于此，本文基于注意力竞争理论来重新诠释人格形象利益保护的正当性基础，同时希望应用这一新的理论能够更好地解决实践中的诸多疑难问题。 本文从注意力竞争的视角出发，认为具有一定知名度的人格形象在商业中的主要价值是帮助商家争夺顾客的注意力，人格形象价值的主要来源是吸引公众注意力的能力，保护人格形象吸引公众注意力的能力不被挪用是人格形象利益保护的正当性基础。注意力竞争产生的主要原因在于信息过载与个体认知资源有限之间的矛盾，这一矛盾导致公众的注意力变成了稀缺资源。注意力资源的稀缺性是目前“流量经济”产生的原因，也催生了许多通过转售公众注意力盈利的商业模式。在注意力竞争中，具有一定知名度的人格形象是获取公众注意力资源的重要媒介。这是因为具有知名度的人格形象既是一种说服消费者的外周线索，又是一种节省认知资源的信息传递方式。认知心理学不但解释了人格形象在注意力竞争中的价值，也为注意力竞争作为形象利益保护的正当性基础提供了科学依据。 从注意力竞争的视角出发，人格形象不当挪用的危害可以从三个方面进行阐释。第一，会导致公众对他人形象的认知产生疲劳效应，从而产生一种拥挤外部性；第二，会对公众的注意力自由产生侵害，同时也欺骗了公众本来就稀缺的注意力；第三，会导致人格形象背后的符号意义被篡改，权利主体无法再控制其形象背后的特定含义。 将注意力竞争理论作为人格形象利益保护的正当性基础具有实践意义，可以用来指导人格形象利益的侵权和合理使用的认定。本文主张形象利益的侵权认定不应再以被告表面上是否挪用了他人形象为判定标准，而是应以实质上是否挪用了人格形象背后的公众注意力为认定标准。这一标准对于处理人格形象的合理使用、集体肖像的使用和对作品中演员形象的使用都具有指导意义。该理论的实践意义在于防止对部分名人形象的过度保护和人格权保护边界的过度扩张。

Name, likeness, voice, and other personal identifiers can collectively be referred to as persona. The legitimacy basis for protecting the property interests inherent in persona has long been controversial. For the purpose of safeguarding personal dignity, the protection of persona interests has always been a consensus in the academic community of China. Additionally, in comparative law, there are theories such as property rights theory and confusion theory that can support the protection of persona interests. However, existing theories are not perfect. Therefore, this dissertation proposes the attention competition theory to reinterpret the legitimacy basis for protecting persona interests, hoping that the application of this new theory can better address many practical challenges. This dissertation starts from the perspective of attention competition, arguing that the main value of a persona with a certain degree of popularity in commerce is to help businesses compete for customers’ attention. The primary source of value in persona lies in its ability to attract public attention, and protecting a persona from being misappropriated for attracting public attention is the legitimacy basis for safeguarding persona interests. The main reason for attention competition arises from the tension between information overload and the limited cognitive resources of individuals, which has turned public attention into a scarce resource. The scarcity of attention resources is the reason behind the emergence of the “attention economy” and has spawned many business models profiting from reselling public attention. In the competition for attention, persona with a certain degree of popularity serves as an important medium for acquiring public attention resources. This is because a well-known persona serves as both a peripheral cue for persuading consumers and a way to save cognitive resources for information transmission. Cognitive psychology not only explains the value of celebrity images in attention competition but also provides a scientific basis for attention competition as the legitimacy basis for protecting persona interests. From the perspective of attention competition, the harms of the improper use of persona can be explained in three aspects. Firstly, it can lead to public fatigue in the perception of others’ images, resulting in a crowded externality. Secondly, it infringes upon the freedom of public attention and deceives the already scarce attention of the public. Thirdly, it can lead to the distortion of the symbolic meaning behind persona, causing the rights holder to no longer be able to control the specific meanings behind the persona. Using the attention competition theory as the legitimacy basis for protecting persona interests has practical significance and can guide the judicial determination of persona interest infringements and fair use. This dissertation argues that the determination of persona interest infringements should no longer be based on whether the defendant has superficially misappropriated someone else’s persona, but instead on whether the defendant has materially misappropriated the attention resources behind the persona. This standard has guiding significance for dealing with the fair use of persona, the use of collective portraits and the use of actor images in works. The practical significance of this theory lies in preventing the excessive protection of certain celebrity images and the excessive expansion of the boundaries of personality rights protection.