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

Agnieszka Kowalska-Styczeń () and Katarzyna Sznajd-Weron
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Agnieszka Kowalska-Styczeń: Faculty of Organisation and Management, Silesian University of Technology, Roosevelta 26, 41-800 Zabrze, Poland

Advances in Complex Systems (ACS), 2012, vol. 15, issue 08, 1-17

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.

Keywords: Agent-based model; word of mouth marketing; cellular automata (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1142/S0219525912500804

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