Omid Roozmand

1
Agent-Based Modeling and Simulation of Consumer
Behavior and Fishscape

• Omid Roozmand
• Environmental Studies, Dartmouth College

2
Introduction
Consumer Behavior
Why do people need luxury products?
3
Introduction
Consumer Behavior
6.88 million for a car plate!
4
Introduction (Human Behavior)

• How Do Consumers Behave?

Social
5
Introduction
Consumer Behavior

• 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?

6
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

7
ABM of Consumer Behavior

• Introduction
• Agent-Based Modeling and Social Science
• Case Study Consumer Behavior
• ABM of Consumer Behavior
• MS of Culture and Personality
• Conceptual Model
• Computational Model
• Experimental Results
• Consumer Choice Aggregated Demand (CCAD)
• Maximizers
• Satisficers
• Results
• ABM of AFishscape
• Conclusion and Future Work

8
ABM of Consumer Behavior
Agent-Based Technology- MASQ Meta Model
Computer Science and Artificial Intelligence
- Culture (Power Distance, Individualism,
Masculinity, UA) - Personality Big Five
(OCEAN) - 6 Related Needs From Maslow, Max-Neef
Five Stages model of Consumer Behavior
Consumer Behavior And Economics
ABM of Consumer Behavior
Sociological and Psychological Theories
9
ABM of Consumer Behavior
Consumer Behavior Decision Process
10
ABM of Consumer Behavior
Hofstede Cultural Model
11
ABM of Consumer Behavior
Human Needs as Main Drives!

• Social Status
• Social Responsibility
• Status Seeking (Power)
• Safety
• Novelty
• Affiliation

12
ABM of Consumer Behavior
Agent-Based Model (MASQ Meta Model) (Ferber 2009)
Individual
Collective
13
ABM of Consumer Behavior

• Introduction
• Agent-Based Modeling and Social Science
• Case Study Consumer Behavior
• ABM of Consumer Behavior
• MS of Culture and Personality
• Conceptual Model
• Computational Model
• Experimental Results
• Consumer Choice Aggregated Demand (CCAD)
• Maximizers vs. Satisficers
• Results
• ABM of Fishscape
• Conclusion and Future Work

14
ABM of Consumer Behavior (Conceptual Model)
(Roozmand 2011)
Mind
Culture
15
ABM of Consumer Behavior

• Introduction
• Agent-Based Modeling and Social Science
• Case Study Consumer Behavior
• ABM of Consumer Behavior
• MS of Culture and Personality
• Conceptual Model
• Computational Model
• Experimental Results
• Consumer Choice Aggregated Demand (CCAD)
• Maximizers vs. Satisficers
• Results
• ABM of Fishscape
• Conclusion and Future Work

16
Calculating Weights of Needs
Computational Model
Mind
Belief
STATE
Action Estimation
Personality
Wealth
Culture dimensions
17
Computational Model
Mind
- Consumer agent perceive the products in the
market - Consumer agent sees the other consumer
agents and their products
Belief
STATE
Action Estimation
Personality
Wealth
Culture dimensions
18
Computational Model
Actual State
Mind
Actual state
Belief
STATE
Actual State (During Consumption)
Action Estimation
Personality
Wealth
Culture dimensions
19
Computational Model
Desired State
Social influence on desired state
New products influence on desired state
20
Computational Model
Mind
Belief
STATE
Discrepancy between actual and desired state
Action Estimation
Arousal
Personality
Wealth
Culture dimensions
21
Computational Model
Mind
Select the a product which satisfies the aroused
need.
Belief
STATE
Action Estimation
Personality
Wealth
Culture dimensions
22
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)
23
Experimental Results (Country-Level Results)
Eleven European Countries. Social Status (Car
Purchasing Behavior)
24
Experimental Results
Eleven European Countries. Social
Responsibility (Car Purchasing Behavior)
25
(No Transcript)