Information Technology Reference
In-Depth Information
context of purchasing a car the repetition option refers to keep using the (same type
of) car one owns.
Imitation
(when satisfied and uncertain)
:
consider all behavioral options performed
by peers (strong links). Considering that the social need is driving behaviour as well,
this strategy implies that successful behaviour that is performed by a majority of oth-
ers is most likely to be copied. However, also the behaviour of a successful peer that
deviates from the group can be imitated, which complies to the principles of imitative
processes (Bandura, 1977).
Inquiring
(when dissatisfied and uncertain)
:
consider all behaviour performed by all
other agents. This opens the possibility to explore behavioural opportunities that are
being used by more distant agents (weak links).
Optimising
(when dissatisfied and certain)
:
consider all possible behavioural options
available. Here also opportunities are considered that are not yet used by other agents.
Information can be found (e.g. on the web, news, advertisements) on e.g. an im-
provement in charging speed, which provides a new opportunity to be evaluated.
It is important to realize that after the purchase of a car a consumer can be satisfied
for many years, depending on the relative importance of their needs and ambition
level. The less satisfied an agent gets with the current car the more often an agent will
engage in information collection. This information gathering stage (inquiring, delibe-
ration) may continue until the satisfaction derived from the current car is outper-
formed by another model, and the agent purchases a new model.
The tendency of using certain decision strategies also depends on agents personality
traits, which can be parameterized using data we have on ambition level and the ten-
dency to take other consumers' behavior as an example. The following personal agent
traits will be parameterised.
Ambition Level:
Some agents are easier to satisfy than others. A question on the
ambition level of the respondent is used to parameterize ambition level in the agents.
Uncertainty tolerance: This is being indicated by the question if someone describes
him/herself as risk-taking with new cars versus being traditional and avoiding new
technology.
Consumat Abilities:
The abilities of the consumat first relate to its capacity to actual-
ly use particular behavioural options. Issues that are relevant are income and ability to
charge at home and at work, for which we have data available.
Consumat Cognition:
The consumat has a memory in which it stores information on
the behavioural opportunities, and on the behaviour, attributes and success of other
agents. Concerning the information on behavioural opportunities three types of infor-
mation are available: own experience, experience of others and generic information
(advertisement, media). Important here is that cognition is not updated when engaging
in repetition or imitation. Hence an agent satisfied with a fuel car and having rejected
an electric car earlier because of its limited range is not likely to find out that e.g. a
new battery system is available significantly improving the range. We also add an
expertise level to agents using questions on their knowledge on automotive technolo-
gy. This offers an opportunity for more detailed modeling of expertise effects
