Social Interactions in Post-design Phases in Product Development and Consumption: Computational Social Science Modeling - Principia Designae: Pre-Design, Design, and Post-Design - page 156

c

(stop at t = 2991)

Fig. 11.6 (continued)

expected, Rule 3 seems like a hybrid, with predominant preference toward the high
complexity region but also persistent preference for simpler designs.
Third, the number and diversity of product designs varies. Rule 3 is the most
diverse, and seems to have a strong inclination to diversify and try many designs
simultaneously, even previous designs. Rule 1 is the least diverse, and Rule 2 is in
between. In our future experiments we will be measuring these differences in
trajectories to test our hypotheses statistically.

11.6.2 Setting 2: Consumers Acting in Isolation

When testing Consumer behavior separate from Producer behavior and decision
rules, our goal is to present them with relatively simple patterns of change and look
for endogenous and emergent responses. Thus, we are presenting them with some-
what arbitrary design trajectories and we are looking for general patterns regarding
how they respond to or resist the changes.
To analyze Consumer behavior and changes in their value system, we use two
representations not present in the analysis of Producers. The first is 'Value Space'—
a Multi-dimensional Scaling (MDS) map of Consumer ideal product vectors along
with the characteristics vector of each Product (both active and potential) (Liggett
2010 ) . In the graphs shown below, these are unfiltered by Sensation. The second
representation is 'Utility Space'—a simple three-dimensional map of each Con-
sumer's utility weights in a triangular barycentric coordinate system.
One interesting general pattern is clustering of values and preferences. We
would be interested in knowing if clusters (a.k.a. 'market niches') form