Exploring associations between micro-level models of innovation diffusion and emerging macro-level adoption patterns

Carlos E. Laciana, Santiago L. Rovere, Guillermo P Podesta

Research output: Contribution to journalArticle

13 Citations (Scopus)

Abstract

A micro-level agent-based model of innovation diffusion was developed that explicitly combines (a) an individual's perception of the advantages or relative utility derived from adoption, and (b) social influence from members of the individual's social network. The micro-model was used to simulate macro-level diffusion patterns emerging from different configurations of micro-model parameters. Micro-level simulation results matched very closely the adoption patterns predicted by the widely-used Bass macro-level model (Bass, 1969 [1]). For a portion of the p-q domain, results from micro-simulations were consistent with aggregate-level adoption patterns reported in the literature. Induced Bass macro-level parameters p and q responded to changes in micro-parameters: (1) p increased with the number of innovators and with the rate at which innovators are introduced; (2) q increased with the probability of rewiring in small-world networks, as the characteristic path length decreases; and (3) an increase in the overall perceived utility of an innovation caused a corresponding increase in induced p and q values. Understanding micro to macro linkages can inform the design and assessment of marketing interventions on micro-variables-or processes related to them-to enhance adoption of future products or technologies.

Original languageEnglish (US)
Pages (from-to)1873-1884
Number of pages12
JournalPhysica A: Statistical Mechanics and its Applications
Volume392
Issue number8
DOIs
StatePublished - Apr 15 2013

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emerging
Microsimulation
Social Influence
Small-world Network
Agent-based Model
Path Length
Linkage
Social Networks
Model
marketing
Decrease
Configuration
linkages
Innovation
Simulation
simulation
products
configurations
Design
Marketing

Keywords

  • Agent-based models
  • Bass model
  • Innovation diffusion
  • Technology adoption

ASJC Scopus subject areas

  • Condensed Matter Physics
  • Statistics and Probability

Cite this

Exploring associations between micro-level models of innovation diffusion and emerging macro-level adoption patterns. / Laciana, Carlos E.; Rovere, Santiago L.; Podesta, Guillermo P.

In: Physica A: Statistical Mechanics and its Applications, Vol. 392, No. 8, 15.04.2013, p. 1873-1884.

Research output: Contribution to journalArticle

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