Multiagent Diffusion and Opinion Dynamics Model Interaction Effects on Controversial Products

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Abstract
When controversial products are introduced, effective promotion efforts and eventual public acceptance require consideration of multiple factors such as existing social network structures, numbers of pioneers and their locations, and appropriate methods for product information diffusion. These factors have been the focus of marketing, investment and other studies for many years, most recently in computer information science. Researchers are especially motivated to understand diffusion processes for new technologies and controversial products within and across social networks. While many product diffusion simulation models have been proposed, most suffer from assumptions of unchanging internal agent attitudes toward products, no opinion exchanges between agents, and non-significant relationships between agent internal opinion attitudes and diffusion thresholds. In this paper we propose an opinion dynamics model that assumes both agent interaction and changes in agent attitudes over time. Social psychology theory is used to explain interactions between opinion and diffusion dynamics, with changing agent attitudes and behaviors affected by interpersonal relationship factors. Simulations were used to study dynamic diffusion processes involving controversial products (e.g., vaccines and genetically modified foods) in different social networks. Results indicate that the proposed model accurately reflects several kinds of social phenomena, including pioneer influences, rural marketing strategies, and the influence of social network structure. This effort to identify instances of product diffusion under various social conditions is offered in support of research in communication dynamics and social media-centered marketing strategies.

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