omid roozmand
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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 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 Fishscape Conclusion and Future Work
Outline
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 Fishscape Conclusion and Future Work
Outline
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Pictures: (Gilbert 2009)
Agent-Based Modeling
Introduction
An agent-based model is a class of computational models for simulating the actions and interactions of autonomous agents with a view to assessing their effects on the system as a whole. Wikipedia
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
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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
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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
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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
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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
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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
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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
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 Fishscape Conclusion and Future Work
Experimental Results
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)
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 Fishscape Conclusion and Future Work
Experimental Results
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Motivation
Consumer Behavior
Do we need it all?
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
CCAD
Maximizers: Consumers will find the best bundle of product regarding their budget constraints
Satisficers: Consumers are satisfied by any affordable bundle of items which provides a utility above their threshold. They are not looking for best bundle!
Maximizers vs. Satisficers
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
CCAD
Maximizers: We applied dynamic programming to find the best bundle
𝑏𝑢𝑛𝑑𝑙𝑒𝑏𝑒𝑠𝑡=𝑎𝑟𝑔𝑚𝑎𝑥
(𝑥1 ,𝑥2 ,… ,𝑥𝑛)∑𝑖=1
𝑛
𝑥 𝑖𝑢(𝑖𝑡𝑚𝑖)
Maximizers Algorithm
h𝑊 𝑒𝑟𝑒∑𝑖=1
𝑥 𝑖𝑝𝑖≤𝑏𝑢𝑑𝑔𝑒𝑡
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Chromosome’s Utility: .
Satisficers: Genetic algorithm has been applied for satisficers to find the first affordable bundle.
Genetic Algorithm is a technique in computer science to find near optimum-solutions for search problems
Chromosome: Each chromosome includes a bundle of available products
Chromosome’s cost:
Feasible Chromosome: ().
Satisficers Algorithm
CCAD
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
CCAD
Items Price Utility
Item X 50 40
Item Y 30 20
Item Z 100 90
Chromosome 1 = <2, 1, 5>
Utility(Chromosome 1) = 2*40 + 1*20 + 5*90 = 550Cost(Chromosome 1) = 2*50 + 1*30 + 5*100 = 630
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Satisficers Algorithm
CCAD
Initial Population
Sort Chromosomes
Crossover
Mutation
Re-Structure Chromosomes
Satisficing Chromosome has
been found
Yes
No
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Maximizers- Income influence
CCAD- Results
Products1- Item X: Low-quality disposable items2- Item Y: Low-quality durable items3- Item Z: High-quality durable items
Consumer Agents100 Maximizers agents
System100 runs, and 6 months simulation
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
CCAD- Results
Maximizers vs. Satisficers
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Maximizers vs. Satisficers
Satisficers purchase more than Maximizers!
CCAD- Results
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Future Work
• Adding social norms to consumer agents decision process
• Building a social network and evaluating the effects of social norms on agents’ behavior
• Finding the effect of consumer behavior on resource scarcity!!
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Future Work for Consumer behavior
Connection of GIS Simulation with our Agent-Based Platform
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 Fishscape Conclusion and Future Work
Experimental Results
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Fisheries- Simulation
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Motivation
Final Aim of the Project
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Different runs with different cheating probability
Fisheries- Results
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
10 groups of fishers with different characteristics
Fisheries- Results
G1: Fishers that never cheatG3: Not sharing information when they have not much informationG5: Cheating by not sharing true informationG7: Cheating by sharing some false informationG9: They never share any information!
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Motivation
Final Aim of the Project
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Thank you!
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
NeedPersonalityCulture
Theory
Computational Model F(C, P, N)
Infrastructure based on Repast Symphony
Verification Evaluation
Real Data
Yes
No
Process
ParameterAgent
Space
Expert
Data
Input to
Monitor
Condition
End
Transaction
Mind Process
Acceptable
Consumer behavior Multi-Agent System (MASQ)
Expert
Extracting relationship Culture and Needs
Extracting relationship Personality and Needs
Selecting MathFunctionsand Algorithms
Experimental results
ABM of Consumer Behavior
Development Stages
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Seller AgentsConsumer Agents
Products in the market
…c1 c2 cn
…s1 s2 sn
Consumers’ Inboxes
Sellers’ Inbox
Message H
andler Consum
ers-Sellers
Message H
andler Consum
ers-SellersInboxes for agent
communication
…c1 c2 cn
Consumers’ Inboxes
Message Handler Consumers
Consumer-Seller Space
Consumer Space
…
Consumer Mind
Consumer Body
Seller Mind
Consumer –Seller Body
Interaction: Body-Space
Interaction: MH-SpaceItem
Product
Inbox
ABM of Consumer Behavior
Conceptual Model - Interactions
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
25 Countries O E A Wealth
(PPP)Mean SD Mean SD Mean SD
Austria 49.29 10.34 50.61 9.21 45.90 8.34 66,639Belgium 54.59 8.55 45.99 10.08 45.07 9.02 85,818Denmark 50.00 10.00 50.00 10.00 50.00 10.00 66,191Finland 50.33 11.04 49.84 9.26 49.46 8.82 38,754France 48.09 9.52 45.44 8.77 46.64 8.19 93,729Germany 47.80 9.32 50.31 8.99 45.08 8.17 89,871Greece 51.53 8.91 48.60 7.14 52.42 9.04 72,825Ireland 50.00 10.00 50.00 10.00 50.00 10.00 89,327Italy 50.00 9.99 49.80 8.09 46.52 8.59 119,704Netherlands 49.94 9.21 49.75 9.22 46.08 8.77 120,086Norway 50.00 10.00 50.00 10.00 50.00 10.00 72,254Portugal 50.29 9.51 48.06 9.67 49.52 8.76 53,357Spain 49.64 9.70 49.00 8.28 45.26 8.57 92,253Sweden 50.00 10.00 50.00 10.00 50.00 10.00 80,091Switzerland 52.62 9.38 50.47 8.81 47.69 8.19 144,186UK 45.97 9.71 49.79 9.68 47.31 9.44 128,959Australia 50.07 8.78 48.98 10.06 47.51 10.70 90,906Canada 48.75 9.96 48.32 9.71 49.14 9.13 89,252Hong Kong 41.64 9.11 46.91 7.59 42.69 8.31 202,189Israel 50.95 10.13 48.65 8.40 49.44 9.33 64,034Japan 41.53 10.46 46.73 8.06 42.21 8.81 124,858South Korea 44.30 8.74 44.86 6.71 44.11 6.85 45,849New Zealand 49.49 8.78 50.61 9.36 46.83 9.19 55,823Singapore 50.00 10.00 50.00 10.00 50.00 10.00 113,631United States 50.00 10.00 50.00 10.00 50.00 10.00 143,727
Experimental Results
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Experimental Results
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Initial Product
Status Wealth A E O Pdi
1 0.70 0.70 0.50 0.60 0.55 0.30 Agent A
1 0.70 0.70 0.50 0.40 0.55 0.30 Agent B
Experimental Results
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Factor Countries Our-Result
EMS Our-Results-SS
EMS McCrae World Bank Data
PDI 11 SR= -0.89 Env= -0.62 SS= 0.83 Design= 0.50Int Image= 0.49
MAS 11 Saf= -0.55 Safety= -0.39 St = o.71 Advanced Tech= 0.51Motor = 0.56
IND 25 Nov = 0.5415
Trying New Brands = 0.82
Aff = -.718 Number of Cofe per million population = -0.55
Adopting Radio=0.883TV = 0.888Mobile=0.469Fax = 0.624PC = 0.801Internet Hosts = 0.873
UA 25 Nov = -0.59 Image of car =0.7
Adopting Radio=-.41TV = -----Mobile=-0.77Fax = -0.2PC = -0.39Internet Hosts = -0.46
O Nov = 0.57Dom = 0.52
Dom= 0.45Ach = 0.46Change = 0.6
E Aff = 0.61Dom = 0.5
Dom= 0.38Ex = 0.65Aff = 0.83
A Dom = -0.55Aff = 0.57
Dom=-.46Agg= -0.68Aff= 0.19
Experimental Results
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
• Consumer behavior studies the individuals and the processes they use to select, use and dispose of products or services to satisfy their aroused needs and the impacts that these processes have on the consumer and environment.
Introduction
Consumer Behavior
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Wealth (PPP)$
Agreeableness Extraversion Openness Pdi (SD=0.05)
SD Mean SD Mean SD Mean
93729 8.19 46.64 8.77 45.44 9.52 48.09 68 France85818 9.02 45.07 10.08 45.99 8.55 54.59 65 Belgium53357 8.76 49.52 9.67 48.06 9.51 50.29 63 Portugal92253 8.57 45.26 8.28 49.00 9.70 49.64 57 Spain
119704 8.59 46.52 8.09 49.80 9.99 50.00 50 Italy120086 8.77 46.08 9.22 49.75 9.21 49.94 38 Netherlands128959 9.44 47.31 9.68 49.79 9.71 45.97 35 UK89871 8.17 45.08 8.99 50.31 9.32 47.80 35 Germany
144186 8.19 47.69 8.81 50.47 9.38 52.62 34 Switzerland38754 8.82 49.46 9.26 49.84 11.04 50.33 33 Finland66639 8.34 45.90 9.21 50.61 10.34 49.29 11 Austria
Austria Finland Swiss Germany UK NL Italy Spain Portugal Belgium France
0.293 0.081 0.524 0.292 0.463 0.404 0.364 0.229 0.088 0.238 0.235 xm
5.992 1.162 4.195 2.540 3.644 3.126 2.368 1.579 0.947 1.730 1.579 α
Experimental Results
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
ABM of Consumer Behavior
Hofstede Cultural Model
Cultural Differences
Individualism/Collectivism
Masculinity/Feminity
Power Distance
Uncertainty Avoidance
Long Term/ Short Term
Indulgence/ Restraint
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
ABM of Consumer Behavior
Hofstede Cultural Model
Cultural Differences
Individualism/Collectivism
Masculinity/Feminity
Power Distance
Uncertainty Avoidance
Long Term/ Short Term
Indulgence/ Restraint
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
ABM of Consumer Behavior
Big-Five Model of Personality (OCEAN)
Openness
Neuroticism
Agreeableness
Conscientiousness
Extraversion
Down to earth, practical, rational
Imaginative, Creative, Loves
‘new’
Low Scores High Scores
Down to earth, practical, rational
Organized, Disciplined
Quiet, Independent, Cautious
Talkative, Active, Seek Novelty and
Excitement
Suspicious,Critical, Irritable
Trusting, Lenient, Good-natured
Calm, Unemotional Worried, Emotional
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Needs
Social Status
Social Responsibility
Power
Safety
Novelty
Affiliation
Cultural Context
Power Distance
Masculinity
Individualism
Uncertainty Avoidance
+-
+-
-
+-
Imitate the same status people
Find a product which is environment-friendly
Compete with others
Find a product which safe and useful for family
Try to be different from other people
Imitate the behavior of group members
BehaviorAffected BY:
Products- Same social status people
Products
Products- All people who have better product
Products
Products- Other people
In-group members
ABM of Consumer Behavior
Human Needs as Main Drives!
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Wealth! and Social Status
Experimental Results
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خريدار بر اساس فرهنگ و شخصيت
57
اميد روزمند20/7/1390
6257
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
Personality
Perception Update Agent‘s
State
NeedRecognition
Action Estimation
STATE
Culture dimensions
Wealth
Belief
}ss
μA,*status)(1*Pdi)(1DT*status*Pdimax{ss
w
Calculating Weight for Social Status Need
Computational Model
Mind
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خريدار بر اساس فرهنگ و شخصيت
57
اميد روزمند20/7/1390
6357
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS