ACCESS TO INFORMATION IN WORD OF MOUTH MARKETING WITHIN A CELLULAR AUTOMATA MODEL

Authored by Agnieszka Kowalska-Styczen

Date Published: 2012-12

DOI: 10.1142/s0219525912500804

Sponsors: Polish National Science Center

Platforms: No platforms listed

Model Documentation: Other Narrative Mathematical description

Model Code URLs: Model code not found

Abstract

We propose a simple microscopic model of consumer behavior in which decisions are made solely on the basis of person to person communication. Within our model we determine which factors are important in word of mouth marketing. We provide both Monte Carlo simulations, as well as mean-field analytical calculations and show that both the average decision time and uncertainty of decision grow nonlinearly with the amount of information up to a certain threshold value.

Tags

Agent-based model Cellular automata word of mouth marketing