Improving agent-based models of diffusion

Robert East (Kingston Business School, London, UK and Ehrenberg-Bass Institute, UNISA, Adelaide, Australia)
Mark D. Uncles (Australian School of Business, University of New South Wales, Sydney, Australia)
Jenni Romaniuk (Ehrenberg-Bass Institute, University of South Australia, Sydney, Australia)
Wendy Lomax (Kingston Business School, London, UK)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 11 April 2016



This paper aims to review the validation of assumptions made in agent-based modeling of diffusion and the sufficiency (completeness) of the mechanisms assumed to operate.


One well-cited paper is examined.


Evidence is presented that casts doubt on the assumptions and mechanisms used. A range of mechanisms is suggested that should be evaluated for inclusion in diffusion modeling.


The need for validation of assumptions has been stressed elsewhere but there has been a lack of examples. This paper provides examples. The stress on the sufficiency of the mechanisms used is new.



East, R., Uncles, M., Romaniuk, J. and Lomax, W. (2016), "Improving agent-based models of diffusion", European Journal of Marketing, Vol. 50 No. 3/4, pp. 639-646.

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