1) The document discusses research on collective action and factors that influence individuals' participation in common objectives. 2) Computer simulation will be used to model complex systems over time and examine how macro-level patterns emerge from individual behaviors. 3) Three studies are proposed to analyze heuristics and irrational participation, threshold levels for bandwagon effects, and time-series patterns using experiments and Agent-Based Modeling in NetLogo.

1. Collective Action
Factors to make individuals participate in common objectives,
Threshold level of bandwagon effect, and
Patterns over time
Kihyon Kim
Global Ph.D Fellowship

2. Behaviors of other people have significant impacts on other individuals
Research Contribution
Contribution to
Society
Convergence of
different studies
Research
Methods
Introduction
Behavioral Economics Policy Needs Computer Simulation
Marketing (Consumer Behavior)
+ Media Communication
+ Social Psychology
+ Public Policy
Factor Based Model → Actor Based Model
Understanding social phenomenon : civil movement and consumer’s choices
Improving public policy : health, education, democracy, media & welfare
Research Background
Digital Media Era
Consumer Behavior
Research Trends
Computer simulation (Net-Logo)Survey & Experiment →
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Civil participation
Boycott, Movement
Products & Services
Fashion
Business activities
Crowd Funding

3. Factor-based model Actor-based model
Literature Reviews & Research Direction
Social
Psychology
Media
Communication
Marketing
Consumer Behavior
individual surveys, interviews and experiments Computer simulation
Public Policy
One-time game Repetitive game
Social
Level factor
Individual
Level
factor
1) group size,
2) the common objective’s level of concreteness,
3) culture of collectivism or individualism,
4) expectation that one’s effort will improve individual performance,
5) perception that one’s efforts will significantly contribute to improving group results
6) valence of outcome regarding positive outcome have something meaningful on to individual
1) monitoring
2) social norms, etc.
Previous studies Research direction
Academic
Fields
Previous
Findings
Research
Methods
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4. Social
Psychology
Media
Communication
Marketing
Consumer Behavior
Public Policy
Relevant Academic Achievements
Behavior Change Health Project Design:
Behavioral economics and Social Marketing application on Korea government’s health project
(‘14~’15) Advertising agency (‘15~’19) Government
(‘15~’17) MA in public policy
(‘05~’10) BA in Business (‘17) Research paper
Achievement
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5. One-time
(Cooperation)
Time-Series
(Repetitive Cooperation Pattern)
Individual
Level
Rational
Actor
Model
Individual’s motivation, attitude and behavior
Cooperation < Free ride
Irrational
Actor
Model
Cooperative behavior
Caused by social pressure,
heuristics and default choice
Network Level
Threshold level of engagement
Moment (tipping point)
Macro-level patterns
in time-series
Research Overview : 3 Studies
: Previous marketing researches methods : New research methods
: Survey & experiments
: Factor-Based Model
: Computer simulation (Net-Logo)
: Agent-Based Model
Study1
Study2 Study3
Heuristics :
Irrational
Participation
Study1 Study2 Study3 Macro-Level
Patterns
Threshold Level of
Bandwagon Effect
Collective Action Studies
Overview
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6. Research Design : Crowd-Funding Projects Setting
Heuristics (Irrational Participation) : factors to make individuals participate in common objectives
Macro-Level Patterns : Time-Series Analysis
Bandwagon Effect : Threshold level of engagement moment
Zauberman et al.(2009)<Typical path of consumer participation in crowd-funding>
Phase Heuristics
All Reference point : frame, intertemporal preferences
Phase 1 “friend funding” Categorization : distance effect, information asymmetric
Phase 2 “getting the crowd” Categorization : social effect, anticipation
Phase 3 “race to be in” Loss aversion
Study1
Study2
Study3
After engagement moment, people’s participation level
increases exponentially
After setting up several process, computer simulation
enables researcher predicting behaviors of multiple
actors at the same time
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7. Research Methods : Experiments & Computer simulation
Net-Logo is suited for modeling complex
systems developing over time.
Net-Logo simultaneously examines multiple
actors in time-series.
Study1 Study2
Study3
Wilensky, U. 1999. “NetLogo”.
http://ccl.northwestern.edu/netlogo/, Center for
Connected Learning and Computer-Based
Modeling, Northwestern University, Evanston, IL
Modelers can give instructions to hundreds
or thousands of independent "agents" all
operating concurrently.
This makes it possible to explore the
connection between the micro-level
behavior of individuals and
the macro-level patterns that emerge from
the interaction of many individuals.
Main effect & Interaction caused by certain factors with other conditions held constant
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Experiments → Between-Group ANOVA
Computer Simulation : Net-Logo
Experiments → Between-Group ANOVA
<Net-Logo program image>

8. Study 1. Heuristics : Irrational Participation
Phase Heuristics
Experiment
1
All Reference point : frame, intertemporal preferences
Experiment
2
Phase 1 “friend funding”
Categorization : distance effect, information asymme
tric
Experiment
3
Phase 2 “getting the crow
d”
Categorization : social effect, anticipation
Experiment
4
Phase 3 “race to be in” Loss aversion
Expected Result
Experiment
1
Experiment
2
Experiment
3
Experiment
4
To go frame “$ 000 need to be accumulated”
To date frame “So far, $ 000 have been accumulated”
Level of other
people’s participation
Level of other
people’s participation
Near (familiar) “My friend has participated”
Distant “None of my friend has
mentioned”
Fashion (social) “It is going to be famous”
Not-a-fashion “It is just a random try”
Level of other
people’s participation
Limited (exclusive) “This is the last chance”
Not-limited “You will have another chance”
Level of other
people’s participation
Experiment
1
Experiment
2
Experiment
3
Experiment
4
ANOVA → Interaction ANOVA → Main effect & Interaction
ANOVA → Main effect & Interaction ANOVA → Main effect & Interaction
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9. A certain level of threshold exits in relation to people’s engagement in movements
Study 2. Bandwagon Effect : Threshold Level
In crowd funding projects,
“like counts” and number of reviews are important
factors (Be et al. 2017).
According to the prospect theory, people hate loss greater
than gain.(Kahneman, Knetsch, & Thaler, 1991; Tversky &
Kahneman, 1992)
Expected Result
Participation of friends and family influences decision to
participate (Agarwal·Catalini ＆ Goldfarb, 2010) and it is
more influential than random people’s participation (Andrw
et al. 2006). This is because people consider it “I know well
and can trust the project.” (Agrawal et al. 2015).
1 → 2 → 3 → 5 → 10 → 50 → 100 → 1,000 → 100,000
People’s participation level explodes exponentially
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10. Study 3. Macro-Level Patterns : Time-Series
Expected Result
Repetitive games
generate patterns of
social polarization between
active participants
and free-riders
Process
2
Process
3
Base mode : Net-Logo Models Library “Altruism”
Information on other people’s participation
- Participant : 1-cost + (Number Altruists in Neighborhood / 5 * benefit from Altruists)
- Nonparticipant : 1 + (Number Altruists in Neighborhood / 5 * benefit from Altruists)
Individual’s mind : random number
Process 1
- Marketing : Marketing makes desirable environment
- Fads : Individuals are influenced by fadsProcess 4
Environment : Participation leading environment
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11. Research Plan
2019 autumn/winter 2020 spring/summer 2020 autumn/winter 2021 spring/summer
Heuristics (Irrational Participation)
Network Effect
Macro-Level Patterns
2019.9 영국 학술대회
Behavioural Exchange
2020.3. 모로코 학술대회
The International Social and
Behavior Change Communication
Summit
2020.6 영국 학술대회
Nudge Stock
2020.9 미국 학술대회
Stanford Social Innovation
Review
국내 학회 활동
Study2
Study3
Study1
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12. Motivation of Study & Future Plan
Personal Vision Map
Business
Bachelor’s degree
Behavioral Approach to Policy
Ph.D.
For Social GoodVision
Expertise Marketing(Ph.D.) Public Policy(MA)
Goal Civil Engagement
Family Background & Value
Worked in Marketing Agency & Government
Engagement Strategies for Policy Makers
Public Policy
Master’s degree
Vision Aligned Study & Work Experience
Worked in Marketing Agency Worked in Government
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13. Collective Action
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Global Ph.D Fellowship

14. Day 1 Day 10 Day 50 Day 100
Day 150Day 200Day 300Day 400
Annex. Net-Logo “Altruism” Computer simulation to reveal multiple actor’s behavior in time-series
This model is based on a paper by
Mitteldorf and Wilson, 2000, “Population
Viscosity and the Evolution of Altruism”,
Journal of Theoretical Biology, v.204,pp.481-496.
Model → Coding → Pattern → Time-Series Data → R