Improving agent-based models of diffusion

• Autores: Robert East, Mark Uncles, Jenni Romaniuk, Wendy Lomax
• Localización: European Journal of Marketing, ISSN-e 1758-7123, Vol. 50, Nº. 3-4, 2016, págs. 639-646
• Idioma: inglés
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• Resumen

  • Purpose This paper aims to review the validation of assumptions made in agent-based modeling of diffusion and the sufficiency (completeness) of the mechanisms assumed to operate.

    Design/methodology/approach One well-cited paper is examined.

    Findings Evidence is presented that casts doubt on the assumptions and mechanisms used. A range of mechanisms is suggested that should be evaluated for inclusion in diffusion modeling.

    Originality/value The need for validation of assumptions has been stressed elsewhere but there has been a lack of examples. This paper provides examples. The stress on the sufficiency of the mechanisms used is new.