Beiträge in Tagungsbänden:
S. Schaat, S. Dickert, E. Geveze, A. Miladinovic, S. Wilker, V. Gruber:
"Modelling Emotion and Social Norms for Consumer Simulations Exemplified in Social Media";
in: "Proceedings of International Conference on Affective Computing and Intelligent Interaction",
ACII,
2015,
S. 851
- 856.
Kurzfassung englisch:
In line with empirical evidence from seminal research, we assume that emotions and social norms play a key role in consumersī decisions. To this end, we develop a socio-cognitive agent to examine the psychological and sociological factors influencing consumer decision-making. The underlying assumptions are operationalized in a decision model that integrates motivation, emotion, and normative mechanisms using a unified activation and valuation framework. A simulation of prompting other consumers to switch to green electricity via social media demonstrates how the interplay of input parameters, given by the agentīs internal and external environment, memories, and personality determine the agentīs decision by activating and valuating actions. Such simulations enable examining the impact of social media messages on consumer decision.
Schlagworte:
computational emotion; agent-based simulation; consumer simulation; decision making