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Omid Roozmand Consumer Behavior

Agent based modeling of consumer behavior based on culture and personality

omidroozmand
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Omid Roozmand Consumer Behavior

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  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? Psychological Cultural Personal 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 • M&S 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 Need Recognition Information Search Evaluation Purchase Post-Purchase

  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. Internal External Mind Body/Object Culture Space • 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 • M&S 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 • M&S 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 Perception Update Agent‘s State Need Recognition • Computational Model Mind Belief STATE Action Estimation Personality Wealth Culture dimensions

  17. Perception Update Agent‘s State Need Recognition • 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. Perception Update Agent‘s State Need Recognition • 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. Perception Update Agent‘s State Need Recognition • Computational Model Mind Belief STATE Discrepancy between actual and desired state Action Estimation Arousal Personality Wealth Culture dimensions

  21. Perception Update Agent‘s State Need Recognition • 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)

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