Skip to 0 minutes and 10 secondsThese models showed for the first time the complexities of innovation diffusion. But from social science, we immediately realised that the assumptions in the model were far from complete. Remember the dancing guy? There was one guy starting to dance, and then later on people started to follow. So the decision to adopt can be later in time due to social normative influences. So it's critical to include these normative influences in these models as well to allow for the possibility that agents first reject a new product, but later on decide to comply to an emerging norm and adopt in a later stage.

Skip to 1 minute and 6 secondsMarco Janssen, a good colleague of mine from Arizona State University, and I worked together on the model where you can play with these kinds of dynamics. And in the next step, I will guide you through this agent-based simulation model.

Social influences in agent based models

Do the percolation models in the previous videos represent reality? Or should we add more variables to our model?

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Decision Making in a Complex and Uncertain World

University of Groningen

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