Presentation omid-roozmand

Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

Agent-Based Modeling and Simulation of Consumer Behavior

Omid Roozmand


Introduction

Consumer Behavior$6.88 million for a car plate!


How Do Consumers Behave?

Introduction (Human Behavior)

Social

Cultural

Personal

Psychological


• 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


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


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

Conclusion and Future Work

ABM of Consumer Behavior


Sociological and Psychological

Theories

Consumer BehaviorAnd

Economics

Computer Science and

Artificial Intelligence



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


Need Recognition

Information Search

Evaluation Purchase Post-Purchase


Consumer Behavior Decision Process



Hofstede Cultural Model



Human Needs as Main Drives!

Social Status

Social Responsibility

Status Seeking (Power)

Safety

Novelty

Affiliation


Internal External

Mind

Culture

Body/Object

Space


Agent-Based Model (MASQ Meta Model) (Ferber 2009)

Individual

Collective





o Consumer Choice Aggregated Demand (CCAD)• Maximizers vs. Satisficers• Results




Mind

Culture

ABM of Consumer Behavior (Conceptual Model) (Roozmand 2011)





o Consumer Choice Aggregated Demand (CCAD)• Maximizers vs. Satisficers• Results



سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خريدار بر اساس فرهنگ و شخصيت

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اميد روزمند20/7/1390

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Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS

Calculating Weights of Needs

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Computational Model

Personality

Perception Update Agent‘s

State

NeedRecognition

Action Estimation

STATE

Culture dimensions

Wealth

Belief

Mind


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- Consumer agent perceive the products in the market

- Consumer agent sees the other consumer agents and their products

Computational Model

Personality


State

NeedRecognition

Action Estimation

STATE

Culture dimensions

Wealth

Belief

Mind


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Actual State

Actual state

)1( )*( ssss prwtSS eas

Actual State (During Consumption)tSSSS

tSS asdecayas *)1(1

Computational Model

Personality


State

NeedRecognition

Action Estimation

STATE

Culture dimensions

Wealth

Belief

Mind


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Social influence on desired state

)1

*(

1_

CAPRpr

SSSS prN

wtSS esocietyds

)1

*(

1_

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SSSS prN

wtSS emarketds

New products’ influence on desired state

)_,_( tSS

tSS

tSS marketdssocietydsAVGds

Computational Model

Desired State

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tSS

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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


State

NeedRecognition

Action Estimation

STATE

Culture dimensions

Wealth

Mind

Belief


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Select the a product which satisfies the aroused need.

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tprprsel Epr min arg

Computational Model

Personality


State

NeedRecognition

Action Estimation

STATE

Culture dimensions

Wealth

Belief

Mind


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)


Eleven European Countries. Social Status (Car Purchasing Behavior)

Experimental Results (Country-Level Results)


Experimental Results

Eleven European Countries. Social Responsibility(Car Purchasing Behavior)


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