1. Agent-Based Modeling of Social Campaign Message Adoption: Problem of Parameter's Value Determination.
- Author
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Borawska, Anna and Łatuszyńska, Małgorzata
- Subjects
DIFFUSION of innovations ,COGNITIVE neuroscience ,PARAMETER estimation ,ADOPTION of ideas ,SOCIAL influence ,ROAD safety measures ,DIFFUSION processes - Abstract
The paper addresses the issue of determining the parameter values of the agent-based model of social campaign message adoption relying on Bass's classical innovation diffusion model. The problem concerns the parameters that reflect the influence of advertising and social communication on the adoption of the idea conveyed in the social campaign. Due to the fact that the factors influencing the behavior of message recipients are conditioned by their personality, circumstances or reaction to the environment, the conventional methods for estimating these parameters may not deliver a model reproducing reality with the required accuracy. Therefore, this paper proposes a procedure for determining the values of agent-based model parameters that relies on an experimental data acquisition procedure using a combination of cognitive neuroscience techniques and a survey method. The presented research examines a social campaign promoting road safety. The obtained results prove the suitability of the suggested solution for estimating the parameters of the agent-based model of social campaign message adoption. The proposed approach contributes to the methodology of data collection and parameter estimation in building agent-based models, although it is not without some limitations. [ABSTRACT FROM AUTHOR]
- Published
- 2021
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