Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 420465
Title Agent-Based Modeling of Consumer Decision making Process Based on Power Distance and Personality
Author(s) Roozmand, O.; Ghasem-Aghaee, N.; Hofstede, G.J.; Nematbakhsh, M.A.; Baraani, A.; Verwaart, T.
Source Knowledge Based Systems 24 (2011)7. - ISSN 0950-7051 - p. 1075 - 1095.
Department(s) Information Technology
LEI Data
Publication type Refereed Article in a scientific journal
Publication year 2011
Keyword(s) cultures-consequences - 5-factor model - trade - values - individualism - nations
Abstract Simulating consumer decision making processes involves different disciplines such as: sociology, social psychology, marketing, and computer science. In this paper, we propose an agent-based conceptual and computational model of consumer decision-making based on culture, personality and human needs. It serves as a model for individual behavior in models that investigate system-level resulting behavior. Theoretical concepts operationalized in the model are the Power Distance dimension of Hofstede’s model of national culture; Extroversion, Agreeableness and Openness of Costa and McCrae’s five-factor model of personality, and social status and social responsibility needs. These factors are used to formulate the utility function, process and update the agent state, need recognition and action estimation modules of the consumer decision process. The model was validated against data on culture, personality, wealth and car purchasing from eleven European countries. It produces believable results for the differences of consumer purchasing across eleven European countries.
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