Simulation of consumers decision-making process using agent-based model approach

Abstract

This paper describes a model to simulate the decision-making process of consumers that adopts technology within a dynamic social network. The proposed model use theories and tools from the psychology of consumer behavior, social networks and complex dynamical systems like the Consumat framework and fuzzy logic. The model has been adjusted using real data, tested with the automobile market and it can recreate trends like those described in the world market.