Informative and Normative Effects Using a Selective Advertisement

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This paper discusses how the neighbours affect the decision of consumer behaviour over diffusion of innovation. An agent-based model of diffusion is proposed on an online social network which have both “scale-free” and “regular” properties. The findings of the studies of consumer activity in order to show the following points: 1) the informative effect can cause a take-off, but it is not sufficient to reach the completion of diffusion, 2) the combination of the informative and normative effects can easily bring a take-off, which is a point in time within the adoption curve that the existence of a sufficient amount of adopters of an innovation or a product. After the take-off, the diffusion is accelerated and reaches the completion in the end, 3) the informative effect makes information propagate fast, and so does the normative effect over a network that has characteristics of scale-free and high cluster, 4) in a selective advertisement, the most effective approach is non-selective advertisement for all consumers. This paper shows that it is inadequate to think that opinion leaders only adopt a product and transmit the information of usability impressions to other consumers in order to trigger diffusion on online human-relationship networks. Rather, diffusion is promoted entirely by active communication among non-opinion leaders which have received such information from opinion leaders.


  • SICE Journal of Control, Measurement, and System Integration

    SICE Journal of Control, Measurement, and System Integration 6(2), 76-82, 2013-03-31

    The Society of Instrument and Control Engineers

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