Agent-Based Modeling of Consumer Consumer Behavior Based on Culture and Personality

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

2. Outline
 Introduction
o Agent-Based Modeling and Social Science
o Case Study: Consumer Behavior
 ABM of Consumer Behavior
o 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
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

3. Outline
 Introduction
o Agent-Based Modeling and Social Science
o Case Study: Consumer Behavior
 ABM of Consumer Behavior
o 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
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

4. Introduction
Agent-Based Modeling
Pictures: (Gilbert 2009)
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

5. Introduction
Consumer Behavior
Why do people need luxury products?
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

6. Introduction
Consumer Behavior
$6.88 million for a car plate!
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

7. Introduction (Human Behavior)
Cultural
Psychological
How Do Consumers Behave?
Social
Personal
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

8. 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?
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

9. 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

10. ABM of Consumer Behavior
 Introduction
o Agent-Based Modeling and Social Science
o Case Study: Consumer Behavior
 ABM of Consumer Behavior
o 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
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

11. ABM of Consumer Behavior
- Culture (Power Distance, Individualism,
Masculinity, UA)
- Personality: Big Five (OCEAN)
- 6 Related Needs From Maslow, Max-
Neef
Sociological and
Psychological
Theories
Five Stages model of
Consumer Behavior
Consumer Behavior
And
Economics
Agent-Based Technology-
MASQ Meta Model
Computer Science
and
Artificial Intelligence
ABM of Consumer
Behavior
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

12. ABM of Consumer Behavior
Consumer Behavior Decision Process
Need
Recognition
Information
Search
Evaluation Purchase Post-
Purchase
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

13. ABM of Consumer Behavior
Hofstede Cultural Model
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

14. 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

15. Agent-Based Model (MASQ Meta Model) (Ferber 2009)
Internal External
Mind
Culture
Body/Object
Space
ABM of Consumer Behavior
Individual
Collective
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

16. ABM of Consumer Behavior
 Introduction
o Agent-Based Modeling and Social Science
o Case Study: Consumer Behavior
 ABM of Consumer Behavior
o 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
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

17. ABM of Consumer Behavior (Conceptual Model) (Roozmand 2011)
Mind
Culture
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

18. ABM of Consumer Behavior
 Introduction
o Agent-Based Modeling and Social Science
o Case Study: Consumer Behavior
 ABM of Consumer Behavior
o 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
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

19. Calculating Weights of Needs
max{ (1 )*(1 ) * , } ss ss w  Pdi*status*DT  Pdi status A 
max{ (1 )*(1 ) * * * , } sr sr w  Pdi status A pdi status DT 
w maxMas*avg(O, E,1 A) (1 Mas)* A,0 st    
w Mas A saf  (1 )*
max{max{ , (1 )}* *(1 ), } nov nov w  IDV UA O UA O 
max{[ (1 ) * ( ) *(1 )], } aff aff w   Ind avg E  A  Ind  A 
Computational Model
Mind
Belief
Update
Agent‘s
State
Recognition
S
T
A
T
E
Personality
Perception
Need
Action
Estimation
Wealth
Culture dimensions
57 امید روزمند
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ
و شخصیت
20/7/1390
19
57
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS

20. - Consumer agent perceive the products in the
market
- Consumer agent sees the other consumer agents
and their products
Computational Model
Mind
Belief
Update
Agent‘s
State
Recognition
S
T
A
T
E
Personality
Perception
Need
Action
Estimation
Wealth
Culture dimensions
57 امید روزمند
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ
و شخصیت
20/7/1390
20
57
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS

21. Actual State
Actual state
(1 ) t (wss *prss )
SS as e  
Actual State (During Consumption)
t
t
SS as (1 decay )*as 1   
SS SS
Computational Model
Mind
Belief
Update
Agent‘s
State
Recognition
S
T
A
T
E
Personality
Perception
Need
Action
Estimation
Wealth
Culture dimensions
57 امید روزمند
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ
و شخصیت
20/7/1390
21
57
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS

22. t
SS ds  f ds society ds market
Social influence on desired state

w
SS prSS
pr PRCA
N
t
SS ds society e
New products’ influence on desired state

w
SS prSS
pr PR
N
t
SS ds market e
t
SS ds  AVG ds society ds market
57 امید روزمند
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ
و شخصیت
20/7/1390
22
57
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
)
1
( *
_ 1

  
)
1
( *
_ 1

  
( _ , _ ) t
SS
t
SS
Computational Model
Desired State
( _ , _ ) t
SS
t
SS

23. Discrepancy between actual and desired state
t
Need D ds as
t
SS
i
SS
i
 
Arousal






Need
i i



Need
i i
t
Need
t
Need
True D
False D
Aroused
w W
  
(1 )* (1 )*AVG_Price
  1

Need
Needi
i
e
Computational Model
Mind
Belief
Update
Agent‘s
State
Recognition
S
T
A
T
E
Personality
Perception
Need
Action
Estimation
Wealth
Culture dimensions
57 امید روزمند
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ
و شخصیت
20/7/1390
23
57
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS

24. Select the a product which satisfies the aroused
need.
t
pr E ds as

 
k k
k 
{ss,sr,st ,saf ,nov,aff }
t
sel pr pr pr  arg min E
Computational Model
Mind
Belief
Update
Agent‘s
State
Recognition
S
T
A
T
E
Personality
Perception
Need
Action
Estimation
Wealth
Culture dimensions
57 امید روزمند
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ
و شخصیت
20/7/1390
24
57
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS

25. Experimental Results
 Introduction
o Agent-Based Modeling and Social Science
o Case Study: Consumer Behavior
 ABM of Consumer Behavior
o 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
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

26. 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)
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

27. Experimental Results (Country-Level Results)
Eleven European Countries. Social Status
(Car Purchasing Behavior)
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

28. Experimental Results
Eleven European Countries. Social Responsibility
(Car Purchasing Behavior)
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

29. Experimental Results
 Introduction
o Agent-Based Modeling and Social Science
o Case Study: Consumer Behavior
 ABM of Consumer Behavior
o 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
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

30. Motivation
Consumer Behavior
Do we need it all?
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

31. CCAD
Maximizers vs. Satisficers
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!
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

32. CCAD
Maximizers Algorithm
Maximizers: We applied dynamic programming to find the best bundle
푏푢푛푑푙푒푏푒푠푡 = 푎푟푔 푚푎푥
(푥1, 푥2, … , 푥푛)
푛
푖=1
푥푖푢(푖푡푚푖 )
푊ℎ푒푟푒
푖=1
푥푖푝푖 ≤ 푏푢푑푔푒푡
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

33. CCAD
Satisficers Algorithm
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 Utility: 푁푥 ∗ 푢 푖푡푚푥 + 푁푦 ∗ 푢 푖푡푚푦 + 푁푧 ∗ 푢(푖푡푚푧 ).
Chromosome’s cost: 푁푥 ∗ 푝푥 + 푁푦 ∗ 푝푦 + 푁푧 ∗ 푝푧
Feasible Chromosome: (퐶표푠푡 ≤ 퐵푑푔).
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

34. 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 = 550
Cost(Chromosome 1) = 2*50 + 1*30 + 5*100 = 630
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

35. CCAD
Satisficers Algorithm
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

36. CCAD- Results
Maximizers- Income influence
Products
1- Item X: Low-quality disposable items
2- Item Y: Low-quality durable items
3- Item Z: High-quality durable items
Consumer Agents
100 Maximizers agents
System
100 runs, and 6 months simulation
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

37. CCAD- Results
Maximizers vs. Satisficers
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

38. CCAD- Results
Maximizers vs. Satisficers
Satisficers purchase more than Maximizers!
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

39. 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

40. 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

41. Experimental Results
 Introduction
o Agent-Based Modeling and Social Science
o Case Study: Consumer Behavior
 ABM of Consumer Behavior
o 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
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

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

43. Motivation
Final Aim of the Project
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

44. Fisheries- Results
Different runs with different cheating probability
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

45. Fisheries- Results
10 groups of fishers with different characteristics
G1: Fishers that never cheat
G3: Not sharing information when they have not much information
G5: Cheating by not sharing true information
G7: Cheating by sharing some false information
G9: They never share any information!
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

46. Motivation
Final Aim of the Project
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

47. Thank you!
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

48. ABM of Consumer Behavior
Theory
Culture Personality Need
Extracting relationship
Personality and Needs
Computational
Model
F(C, P, N)
Consumer behavior
Multi-Agent
System (MASQ)
Infrastructure based on
Repast Symphony
Experimental
results
Verification Evaluation
Real
Data
Acceptable
Yes
No
Agent Parameter
Process
Space
Expert
Data
Input to
Monitor
Extracting relationship
Culture and Needs
Selecting Math
Functions
and Algorithms
Condition
End
Expert
Transaction
Mind Process
Development Stages
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

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

50. ABM of Consumer Behavior
Conceptual Model - Interactions
Consumer Agents Seller Agents
Consumer-Seller Space
Products in the market
Consumers’ Inboxes
c … 1 c2 cn
Sellers’ Inbox
s … 1 s2 sn
Message Handler Consumers-Sellers
Message Handler Consumers-Sellers
Inboxes for agent
communication
c … 1 c2 cn
Consumers’ Inboxes
Message Handler Consumers
Consumer Space
Product
…
Consumer
Mind
Consumer
Body
Seller
Mind
Consumer –
Seller Body
Interaction:
Body-Space
Interaction:
MH-SpaceItem
Inbox
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

51. Experimental Results
25 Countries
O E A Wealth
Mean SD Mean SD Mean SD (PPP)
Austria 49.29 10.34 50.61 9.21 45.90 8.34 66,639
Belgium 54.59 8.55 45.99 10.08 45.07 9.02 85,818
Denmark 50.00 10.00 50.00 10.00 50.00 10.00 66,191
Finland 50.33 11.04 49.84 9.26 49.46 8.82 38,754
France 48.09 9.52 45.44 8.77 46.64 8.19 93,729
Germany 47.80 9.32 50.31 8.99 45.08 8.17 89,871
Greece 51.53 8.91 48.60 7.14 52.42 9.04 72,825
Ireland 50.00 10.00 50.00 10.00 50.00 10.00 89,327
Italy 50.00 9.99 49.80 8.09 46.52 8.59 119,704
Netherlands 49.94 9.21 49.75 9.22 46.08 8.77 120,086
Norway 50.00 10.00 50.00 10.00 50.00 10.00 72,254
Portugal 50.29 9.51 48.06 9.67 49.52 8.76 53,357
Spain 49.64 9.70 49.00 8.28 45.26 8.57 92,253
Sweden 50.00 10.00 50.00 10.00 50.00 10.00 80,091
Switzerland 52.62 9.38 50.47 8.81 47.69 8.19 144,186
UK 45.97 9.71 49.79 9.68 47.31 9.44 128,959
Australia 50.07 8.78 48.98 10.06 47.51 10.70 90,906
Canada 48.75 9.96 48.32 9.71 49.14 9.13 89,252
Hong Kong 41.64 9.11 46.91 7.59 42.69 8.31 202,189
Israel 50.95 10.13 48.65 8.40 49.44 9.33 64,034
Japan 41.53 10.46 46.73 8.06 42.21 8.81 124,858
South Korea 44.30 8.74 44.86 6.71 44.11 6.85 45,849
New Zealand 49.49 8.78 50.61 9.36 46.83 9.19 55,823
Singapore 50.00 10.00 50.00 10.00 50.00 10.00 113,631
United States 50.00 10.00 50.00 10.00 50.00 10.00 143,727
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

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

53. Initial
Product
Experimental Results
Pdi O E A Wealth Status
Agent A 0.30 0.55 0.60 0.50 0.70 0.70 1
Agent B 0.30 0.55 0.40 0.50 0.70 0.70 1
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

54. Experimental Results
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= 0.50
Int Image= 0.49
MAS 11 Saf= -0.55 Safety= -0.39 St = o.71 Advanced Tech=
0.51
Motor = 0.56
IND 25 Nov =
0.5415
Trying New
Brands = 0.82
Aff = -.718 Number of Cofe per
million population =
-0.55
Adopting Radio=0.883
TV = 0.888
Mobile=0.469
Fax = 0.624
PC = 0.801
Internet Hosts = 0.873
UA 25 Nov = -0.59 Image of car
=0.7
Adopting Radio=-.41
TV = -----
Mobile=-0.77
Fax = -0.2
PC = -0.39
Internet Hosts = -0.46
O Nov = 0.57
Dom = 0.52
Dom= 0.45
Ach = 0.46
Change =
0.6
E Aff = 0.61
Dom = 0.5
Dom= 0.38
Ex = 0.65
Aff = 0.83
A Dom = -0.55
Aff = 0.57
Dom=-.46
Agg= -0.68
Aff= 0.19
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

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

56. Wealth
(PPP)$
Experimental Results
Pdi Openness Extraversion Agreeableness
(SD=0.05)
Mean SD Mean SD Mean SD
France 68 48.09 9.52 45.44 8.77 46.64 8.19 93729
Belgium 65 54.59 8.55 45.99 10.08 45.07 9.02 85818
Portugal 63 50.29 9.51 48.06 9.67 49.52 8.76 53357
Spain 57 49.64 9.70 49.00 8.28 45.26 8.57 92253
Italy 50 50.00 9.99 49.80 8.09 46.52 8.59 119704
Netherlands 38 49.94 9.21 49.75 9.22 46.08 8.77 120086
UK 35 45.97 9.71 49.79 9.68 47.31 9.44 128959
Germany 35 47.80 9.32 50.31 8.99 45.08 8.17 89871
Switzerland 34 52.62 9.38 50.47 8.81 47.69 8.19 144186
Finland 33 50.33 11.04 49.84 9.26 49.46 8.82 38754
Austria 11 49.29 10.34 50.61 9.21 45.90 8.34 66639
France Belgium Portugal Spain Italy NL UK Germany Swiss Finland Austria
xm 0.235 0.238 0.088 0.229 0.364 0.404 0.463 0.292 0.524 0.081 0.293
α 1.579 1.730 0.947 1.579 2.368 3.126 3.644 2.540 4.195 1.162 5.992
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

57. ABM of Consumer Behavior
Hofstede Cultural Model
Masculinity/
Feminity
Cultural Differences
Individualism/
Collectivism
Power Distance
Uncertainty
Avoidance
Long Term/ Short
Term
Indulgence/
Restraint
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

58. ABM of Consumer Behavior
Hofstede Cultural Model
Masculinity/
Feminity
Cultural Differences
Individualism/
Collectivism
Power Distance
Uncertainty
Avoidance
Long Term/ Short
Term
Indulgence/
Restraint
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

59. ABM of Consumer Behavior
Big-Five Model of Personality (OCEAN)
Openness
Conscientiousness
Extraversion
Agreeableness
Neuroticism
Low Scores High Scores
Down to earth,
practical, rational
Imaginative,
Creative, Loves
‘new’
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

60. ABM of Consumer Behavior
Human Needs as Main Drives!
Needs
Social Status
Social Responsibility
Power
Safety
Novelty
Affiliation
Cultural Context
Power Distance
Masculinity
Individualism
Uncertainty
Avoidance
+
-
+
-
+
-
-
Affected BY: Behavior
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
Products- Same social
status people
Products
Products- All people who
have better product
Products
Products- Other
people
In-group members
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

61. Experimental Results
Wealth! and Social Status
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Environmental Studies, Dartmouth College

62. Belief
Update
Agent‘s
State
Recognition
S
T
A
T
E
Personality
Perception
Need
Action
Estimation
Wealth
Culture dimensions
Calculating Weight for Social Status Need
w    
57 امید روزمند
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ
و شخصیت
20/7/1390
62
57
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS
}
ss
max{ Pdi*status*DT (1 Pdi)*(1 status)*A,μ
ss
Computational Model
Mind

63. 57 امید روزمند
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ
و شخصیت
20/7/1390
63
57
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS

64. 57 امید روزمند
سمینار دفاع از پایان نامه دکتری: مدل سازی مبتنی بر عامل رفتار خریدار بر اساس فرهنگ
و شخصیت
20/7/1390
64
57
Agent-Based Modeling and Simulation of Consumer Behavior Omid Roozmand Dartmouth College, ENVS