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Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Agent-Based Modeling and Simulation of Consumer Behavior and Fishscape
Omid RoozmandEnvironmental Studies, Dartmouth College
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Introduction
Consumer Behavior
Why do people need luxury products?
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 Scienceo Case Study: Consumer Behavior
ABM of Consumer Behavioro M&S of Culture and Personality
• Conceptual Model• Computational Model• Experimental Results
o Consumer Choice Aggregated Demand (CCAD)• Maximizers• Satisficers• Results
ABM of AFishscape 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 Scienceo Case Study: Consumer Behavior
ABM of Consumer Behavioro M&S of Culture and Personality
• Conceptual Model• Computational Model• Experimental Results
o Consumer Choice Aggregated Demand (CCAD)• Maximizers vs. Satisficers• Results
ABM of Fishscape 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 Scienceo Case Study: Consumer Behavior
ABM of Consumer Behavioro M&S of Culture and Personality
• Conceptual Model• Computational Model• Experimental Results
o Consumer Choice Aggregated Demand (CCAD)• Maximizers vs. Satisficers• Results
ABM of Fishscape Conclusion and Future Work
ABM of Consumer Behavior
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خريدار بر اساس فرهنگ و شخصيت
57
اميد روزمند20/7/1390
1657
Agent-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
NeedRecognition
Action Estimation
STATE
Culture dimensions
Wealth
Belief
Mind
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خريدار بر اساس فرهنگ و شخصيت
57
اميد روزمند20/7/1390
1757
Agent-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
NeedRecognition
Action Estimation
STATE
Culture dimensions
Wealth
Belief
Mind
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خريدار بر اساس فرهنگ و شخصيت
57
اميد روزمند20/7/1390
1857
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
Actual State
Actual state
)1( )*( ssss prwtSS eas
Actual State (During Consumption)tSSSS
tSS asdecayas *)1(1
Computational Model
Personality
Perception Update Agent‘s
State
NeedRecognition
Action Estimation
STATE
Culture dimensions
Wealth
Belief
Mind
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خريدار بر اساس فرهنگ و شخصيت
57
اميد روزمند20/7/1390
1957
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
Social influence on desired state
)1
*(
1_
CAPRpr
SSSS prN
wtSS esocietyds
)1
*(
1_
PRpr
SSSS prN
wtSS emarketds
New products’ influence on desired state
)_,_( tSS
tSS
tSS marketdssocietydsAVGds
Computational Model
Desired State
)_,_( tSS
tSS
tSS marketdssocietydsfds
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خريدار بر اساس فرهنگ و شخصيت
57
اميد روزمند20/7/1390
2057
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
Discrepancy between actual and desired state
tSS
iSS
tNeed asdsD
i
Arousal
ii
ii
NeedtNeed
NeedtNeed
DFalse
DTrueAroused
AVG_Price)*1()*1(1
Ww
NeediNeed
ie
Computational Model
Personality
Perception Update Agent‘s
State
NeedRecognition
Action Estimation
STATE
Culture dimensions
Wealth
Mind
Belief
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خريدار بر اساس فرهنگ و شخصيت
57
اميد روزمند20/7/1390
2157
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
Select the a product which satisfies the aroused need.
},,,,,{ affnovsafstsrssk
kktpr asdsE
tprprsel Epr min arg
Computational Model
Personality
Perception Update Agent‘s
State
NeedRecognition
Action Estimation
STATE
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 product2- 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)
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خريدار بر اساس فرهنگ و شخصيت
57
اميد روزمند20/7/1390
2557
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS