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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 Choice
Omid RoozmandEnvironmental Studies, Dartmouth College
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
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
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
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
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
ππ’πππππππ π‘ = πππ πππ₯(π₯1, π₯2, β¦ , π₯π)
π=1
π
π₯ππ’(ππ‘ππ)
Maximizers Algorithm
πβπππ
π=1
π₯πππ β€ ππ’ππππ‘
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College
Chromosomeβs Utility: ππ₯ β π’ ππ‘ππ₯ + ππ¦ β π’ ππ‘ππ¦ + ππ§ β π’(ππ‘ππ§).
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
Chromosomeβs cost: ππ₯ β ππ₯ + ππ¦ β ππ¦ +ππ§ β ππ§
Feasible Chromosome: (πΆππ π‘ β€ π΅ππ).
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
β’ Adding social norms to consumer agents decision process
β’ Building a social network and evaluating the effects of social norms on agentsβ behavior
β’ 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