Wander Jager

Behaviour in commons dilemmas: Homo economicus and Homo psychologicus in an ecological-economic model

In mainstream economy, behaviour is often formalised following the rational actor-approach. However, in real life the behaviour of people is typified by multidimensional optimisation. To realise this, people engage in cognitive processes such as social comparison, imitation and repetitive behaviour (habits) so as to efficiently use their limited cognitive resources. A multi-agent simulation program is being developed to study how such micro-level processes affect macro-level outcomes. Sixteen agents are placed in a micro-world, consisting of a lake and a gold mine. Each agent’s task is to satisfy its personal needs by fishing and:or mining, whereby they find themselves in a commons dilemma facing the risk of resource depletion. Homo economicus and Homo psychologicus are formalised to study the effects of different cognitive processes on the agents’ behaviour. Results show that for the H. psychologicus the transition from a fishing to a mining society is more complete than for the H. economicus. Moreover, introducing diversity in agents’ abilities causes the H. economicus on the average to decrease its time spent working, whereas for the H. psychologicus we observe an increase in the time spent working. These results confirm that macro-level indicators of sustainability, such as pollution and fish-harvest, are strongly and predictably affected by behavioural processes at the micro-level. It is concluded that the incorporation of a micro-level perspective on human behaviour within integrated models of the environment yields a better understanding and eventual management of the processes involved in environmental degradation.

Diffusion dynamics in small-world networks with heterogeneous consumers

Diffusions of new products and technologies through social networks can be formalized as spreading of infectious diseases. However, while epidemiological models describe infection in terms of transmissibility, we propose a diffusion model that explicitly includes consumer decision-making affected by social influences and word-of-mouth processes. In our agent-based model consumers’ probability of adoption depends on the external marketing effort and on the internal influence that each consumer perceives in his/her personal networks. Maintaining a given marketing effort and assuming its effect on the probability of adoption as linear, we can study how social processes affect diffusion dynamics and how the speed of the diffusion depends on the network structure and on consumer heterogeneity. First, we show that the speed of diffusion changes with the degree of randomness in the network. In markets with high social influence and in which consumers have a sufficiently large local network, the speed is low in regular networks, it increases in small-world networks and, contrarily to what epidemic models suggest, it becomes very low again in random networks. Second, we show that heterogeneity helps the diffusion. Ceteris paribus and varying the degree of heterogeneity in the population of agents simulation results show that the more heterogeneous the population, the faster the speed of the diffusion. These results can contribute to the development of marketing strategies for the launch and the dissemination of new products and technologies, especially in turbulent and fashionable markets.

Fashions, habits and changing preferences: Simulation of psychological factors affecting market dynamics

Markets can show different types of dynamics, from quiet markets dominated by one or few products, to markets with constant penetration of new and reintroduced products. This paper explores the dynamics of markets from a psychological perspective using a multi-agent simulation model. The behavioural rules of the artificial consumers, the consumats, are based on a conceptual meta-theory from psychology. The artificial consumers have to choose each period between similar products. Products remain in the market as long as they maintain a minimum level of market share, else they will be replaced by a new product. Assuming a population of consumats with different preferences, and social networks, the model simulates adoption of new products for alternative assumptions on behavioural rules. Furthermore, the consequences of changing preferences and the size of social networks are explored. Results show that the behavioural rules that dominate the artificial consumers decision making determine the resulting market dynamics, such as fashions, lock-in and unstable renewal. Results also show the importance of psychological variables like social networks, preferences and the need for identity to explain the dynamics of markets.

Organic food consumption: A multi‐theoretical framework of consumer decision making

An approach is introduced to combine survey data with multi‐agent simulation models of consumer behaviour to study the diffusion process of organic food consumption. This methodology is based on rough set theory, which is able to translate survey data into behavioural rules. The topic of rule induction has been extensively investigated in other fields and in particular in learning machine, where several efficient algorithms have been proposed. However, the peculiarity of the rough set approach is that the inconsistencies in a data set about consumer behaviour are not aggregated or corrected since lower and upper approximation are computed. Thus, we expect that rough sets theory is suitable to extract knowledge in the form of rules within a consistent theoretical framework of consumer behaviour.

Uniformity, Bipolarization and Pluriformity Captured as Generic Stylized Behavior with an Agent-Based Simulation Model of Attitude Change

This paper focuses at the dynamics of attitude change in large groups. A multi-agent computer simulation has been developed as a tool to study hypothesis we take to study these dynamics. A major extension in comparison to earlier models is that Social Judgment Theory is being formalized to incorporate processes of assimilation and contrast in persuasion processes. Results demonstrate that the attitude structure of agents determines the occurrence of assimilation and contrast effects, which in turn cause a group of agents to reach consensus, to bipolarize, or to develop a number of subgroups sharing the same position. Subsequent experiments demonstrate the robustness of these effects for a different formalization of the social network, and the susceptibility for population size.

Social norms as solutions

Policies may influence large-scale behavioral tipping Climate change, biodiversity loss, antibiotic resistance, and other global challenges pose major collective action problems: A group benefits from a certain action, but no individual has sufficient incentive to act alone. Formal institutions, e.g., laws and treaties, have helped address issues like ozone depletion, lead pollution, and acid rain. However, formal institutions are not always able to enforce collectively desirable outcomes. In such cases, informal institutions, such as social norms, can be important. If conditions are right, policy can support social norm changes, helping address even global problems. To judge when this is realistic, and what role policy can play, we discuss three crucial questions: Is a tipping point likely to exist, such that vicious cycles of socially damaging behavior can potentially be turned into virtuous ones? Can policy create tipping points where none exist? Can policy push the system past the tipping point?

A REJECTION MECHANISM IN 2D BOUNDED CONFIDENCE PROVIDES MORE CONFORMITY

This paper explores the dynamics of attitude change in two dimensions resulting from social interaction. We add a rejection mechanism into the 2D bounded confidence (BC) model proposed by Deffuant et al. (2001). Individuals are characterized by two-dimensional continuous attitudes, each associated with an uncertainty u, supposed constant in this first study. Individuals interact through random pairs. If their attitudes are closer than u on both dimensions, or further than u on both dimensions, or closer than u on one dimension and not further than u + δ u on the other dimension, then the rules of the BC model apply. But if their attitudes are closer than u on one dimension and further than u + δ u on the other dimension, then the individuals are in a dissonant state. They tend to solve this problem by shifting away their close attitudes. The model shows metastable clusters, which maintain themselves through opposite influences of competitor clusters. Our analysis and first experiments support the hypothesis that, for a large range of uncertainty values, the number of clusters grows linearly with the inverse of the uncertainty, whereas this growth is quadratic in the BC model.

The need for and development of behaviourally realistic agents

In this paper we argue that simulating complex systems involving human behaviour requires agent rules based on a theoretically rooted structure that captures basic behavioural processes. Essential components of such a structure involve needs, decision-making processes and learning. Such a structure should be based on state-of-the-art behavioural theories and validated on the micro-level using experimental or field data of individual behaviour. We provide some experiences we had working with such a structure, which involve the possibility to relate the results of simulations on different topics, the ease of building in extra factors for specific research questions and the possibility to use empirical data in calibrating the model. A disadvantage we experienced is the lack of suiting empirical data, which necessitates in our view the combined use of empirical and simulation research.

Social Simulation in the Social Sciences: A Brief Overview

This article provides an overview of the social simulation approach to the study of social phenomena. We focus especially on the relevance of heterogeneity of social behavior and dynamics and the complex interplay of agent behavior and social structure. The article identifies the peculiarities and the explanatory achievements of this approach and then discusses its prospects and challenges. Special attention is given to (i) how micro-level behavioral detail can be used to understand social patterns and dynamics; (ii) the importance of the meso level of social networks; and (iii) the two-way, process linkages between micro and macro aspects as a fundamental source of social uncertainty and unpredictability.

Put Your Money Where Your Mouth Is : DIAL, A Dialogical Model for Opinion Dynamics

We present DIAL, a model of group dynamics and opinion dynamics. It features dialogues, in which agents gamble about reputation points. Intra-group radicalisation of opinions appears to be an emergent phenomenon. We position this model within the theoretical literature on opinion dynamics and social influence. Moreover, we investigate the effect of argumentation on group structure by simulation experiments. We compare runs of the model with varying influence of the outcome of debates on the reputation of the agents.