Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Agent-Based Modeling and Simulation of Consumer Behavior
Omid Roozmand
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Introduction
Consumer Behavior
$6.88 million for a car plate!
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
How Do Consumers Behave?
Introduction (Human Behavior)
Social
Cultural
Personal
Psychological
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
• Why do consumers of different countries have different purchasing behavior?
• Why do consumers of one country, or even of one family have different purchasing behavior?
• How are consumers influenced by other consumers?
Consumer Behavior
Introduction
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Introduction
ABM: Understanding and Predicting the consumer behavior and its Consequences
1- Understanding and Predicting the Individual consumer Behavior
2- Understanding and Predicting the Consumption Behavior of a Society
3- The Impact of the Behavior of Society on Environment
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Introduction
o Agent-Based Modeling and Social Science
o Case Study: Consumer Behavior
ABM of Consumer Behavior
o M&S of Culture and Personality
• Conceptual Model
• Computational Model
• Experimental Results
o Consumer Choice Aggregated Demand (CCAD)
• Maximizers
• Satisficers
• Results
Conclusion and Future Work
ABM of Consumer Behavior
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Sociological and Psychological
Theories
Consumer BehaviorAnd
Economics
Computer Science and
Artificial Intelligence
ABM of Consumer Behavior
ABM of Consumer Behavior
Five Stages model of Consumer Behavior
Agent-Based Technology-MASQ Meta Model
- Culture (Power Distance, Individualism, Masculinity, UA)- Personality: Big Five (OCEAN)- 6 Related Needs From Maslow, Max-Neef
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Need Recognition
Information Search
Evaluation Purchase Post-Purchase
ABM of Consumer Behavior
Consumer Behavior Decision Process
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
ABM of Consumer Behavior
Hofstede Cultural Model
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
ABM of Consumer Behavior
Human Needs as Main Drives!
Social Status
Social Responsibility
Status Seeking (Power)
Safety
Novelty
Affiliation
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Internal External
Mind
Culture
Body/Object
Space
ABM of Consumer Behavior
Agent-Based Model (MASQ Meta Model) (Ferber 2009)
Individual
Collective
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Introduction
o Agent-Based Modeling and Social Science
o Case Study: Consumer Behavior
ABM of Consumer Behavior
o M&S of Culture and Personality
• Conceptual Model
• Computational Model
• Experimental Results
o Consumer Choice Aggregated Demand (CCAD)
• Maximizers vs. Satisficers
• Results
Conclusion and Future Work
ABM of Consumer Behavior
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Mind
Culture
ABM of Consumer Behavior (Conceptual Model) (Roozmand 2011)
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Introduction
o Agent-Based Modeling and Social Science
o Case Study: Consumer Behavior
ABM of Consumer Behavior
o M&S of Culture and Personality
• Conceptual Model
• Computational Model
• Experimental Results
o Consumer Choice Aggregated Demand (CCAD)
• Maximizers vs. Satisficers
• Results
Conclusion and Future Work
ABM of Consumer Behavior
مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ : سمینار دفاع از پایان نامه دکتری
و شخصیت
امید روزمند57
20/7/1390
15
57Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
Calculating Weights of Needs
},*)1(*)1(max{ ssss AstatusPdi*DTPdi*statusw
},***)1(*)1(max{ srsr DTstatuspdiAstatusPdiw
0,*)1()1,,(*max AMasAEOavgMaswst
AMaswsaf *)1(
})],1(*)(*)1(max{[ affaff AIndAEavgIndw
}),1(**)}1(,max{max{ novnov OUAOUAIDVw
Computational Model
Personality
Perception
Update
Agent‘s
State
Need
RecognitionAction
Estimation
S
T
A
T
E
Culture dimensions
Wealth
Belief
Mind
مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ : سمینار دفاع از پایان نامه دکتری
و شخصیت
امید روزمند57
20/7/1390
16
57Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
- Consumer agent perceive the products in the
market
- Consumer agent sees the other consumer agents and their products
Computational Model
Personality
Perception
Update
Agent‘s
State
Need
RecognitionAction
Estimation
S
T
A
T
E
Culture dimensions
Wealth
Belief
Mind
مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ : سمینار دفاع از پایان نامه دکتری
و شخصیت
امید روزمند57
20/7/1390
17
57Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
Actual State
Actual state
)1()*( ssss prwt
SS eas
Actual State (During Consumption)
t
SSSS
t
SS asdecayas *)1(1
Computational Model
Personality
Perception
Update
Agent‘s
State
Need
RecognitionAction
Estimation
S
T
A
T
E
Culture dimensions
Wealth
Belief
Mind
مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ : سمینار دفاع از پایان نامه دکتری
و شخصیت
امید روزمند57
20/7/1390
18
57Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
Social influence on desired state
)1
*(
1_
CAPRpr
SSSS prN
wt
SS esocietyds
)1
*(
1_
PRpr
SSSS prN
w
t
SS emarketds
New products’ influence on desired state
)_,_( t
SS
t
SS
t
SS marketdssocietydsAVGds
Computational Model
Desired State
)_,_( t
SS
t
SS
t
SS marketdssocietydsfds
مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ : سمینار دفاع از پایان نامه دکتری
و شخصیت
امید روزمند57
20/7/1390
19
57Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
Discrepancy between actual and desired state
t
SS
i
SS
t
Need asdsDi
Arousal
ii
ii
Need
t
Need
Need
t
Need
DFalse
DTrueAroused
AVG_Price)*1()*1(1
Ww
NeediNeed
ie
Computational Model
Personality
Perception
Update
Agent‘s
State
Need
RecognitionAction
Estimation
S
T
A
T
E
Culture dimensions
Wealth
Mind
Belief
مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ : سمینار دفاع از پایان نامه دکتری
و شخصیت
امید روزمند57
20/7/1390
20
57Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
Select the a product which satisfies the aroused need.
},,,,,{ affnovsafstsrssk
kk
t
pr asdsE
t
prprsel Epr min arg
Computational Model
Personality
Perception
Update
Agent‘s
State
Need
RecognitionAction
Estimation
S
T
A
T
E
Culture dimensions
Wealth
Belief
Mind
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Experimental Results (Individual Decision Making)
1- There are totally 4 agents where 2 of them use our model and initially hold low status product
2- There are 2 products (high social status, low social status)
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Eleven European Countries. Social Status (Car Purchasing Behavior)
Experimental Results (Country-Level Results)
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Experimental Results
Eleven European Countries. Social Responsibility(Car Purchasing Behavior)
مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ : سمینار دفاع از پایان نامه دکتری
و شخصیت
امید روزمند57
20/7/1390
24
57Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
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