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

Abstract

Purpose

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.

Design/methodology/approach

One well-cited paper is examined.

Findings

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.

Originality/value

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.

Keywords

Citation

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. https://doi.org/10.1108/EJM-02-2015-0120

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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