The role of persuasion power on the consensus formation

Abstract

An opinion dynamics model which is based on a version of two dimensional Sznajd model is introduced. According to this model the dynamics is governed by the interactions between four agents which live on the corners of a plaquette and their neighbors. The distinctive feature of the model is that each individual is identified by two parameters, namely, opinion and persuasion ability. The united group may persuade the individuals living at the neighboring sites according to both the number and their persuasion ability. This form of the model is used to discuss opinion dynamics processes in societies where a campaign is conducted by the principle being united and putting forward arguments which are commonly accepted by the members of the society. It is seen that persuasion parameter plays the major role in the societies where a minority opinion gains ground to be the major opinion of the society. The model has been applied to the Scottish referendum opinion poles data since 2011. The model in its simplicity, predicts that the arguments of the minority opinion (“YES” votes) are more appealing despite the observed win of the “NO” votes. This result may be due to the abundance of the “NO” opinion supporters at the beginning of the campaign.