Consumer Behavior
Routing Summary
This topic covers agent-based models of consumer behavior from two papers. Contains 2 sub-topics and 8 total notes.
- For the Karakaya utility-based marketing model → Karakaya Model
- For the CUBES psychology-driven behavioral model → CUBES Model
- For a comparison of decision architectures → Agent Decision Rules and Bounded Rationality
Sub-topics
- Karakaya Model — COVERS: 4-component utility function (quality, promotion, WOM, price), logit purchase decisions, marketing strategy experiments in a monopolistic market
- CUBES Model — COVERS: CUBES simulator architecture, five behavioral attitudes (mistrust, opportunism, conditioning, innovativeness, imitation), behavioral primitives with threshold activation, imitation and conditioning social processes
Cross-Cutting Concepts
Concepts that span both models:
- WOM influence: Karakaya models WOM as a utility component (); CUBES models it through the imitation process with perception fields. Both find WOM critical for realistic dynamics.
- Opinion leaders: Karakaya treats them as exogenously assigned (M=200 with 3x influence multiplier); CUBES treats them as emergent from network position.
- Heterogeneity: Karakaya uses sensitivity parameters (, , , ); CUBES uses behavioral attitudes and socio-demographic profiles.
- Bounded rationality: Karakaya uses logit noise; CUBES uses threshold filtering.
Sources
- abm_consumer.pdf — Karakaya, Badur & Aytekin (2011)
- abm_human_behaviour.pdf — Ben Said, Bouron & Drogoul (2002)