Modeling Irrational Consumer Behaviors with Cognitive Maps : An Outline of a Framework

Agnieszka Jastrzębska , Władysława Jastrzębska

Abstract

Decision making processes are in the core of many sciences, including psychology, economics, sociology, information sciences, mathematics and others. Understanding mechanisms of these processes and modeling human decision processes is extremely important, especially from the point of view of economics. Consumer, the main subject of the market game, makes choices that influence not only his own environment, but also prosperity of other entities. In this paper, we present a preliminary investigation on computational models of decision making that take into account irrationality of human beings. The ultimate goal of the planned research is to prepare a new, not yet present in the theory of economics, consumer behavior model, which is rooted in the theory of human needs. We aim at constructing a model of a consumer, which allows to depict knowledge at different generalization levels. We address the necessity for the following elements in the model: aggregation operators, fitted similarity measure, knowledge space structuring, and Cognitive Maps. The originality and innovativeness of this approach to consumer decision making lies in its interdisciplinary character.
Author Agnieszka Jastrzębska (FMIS / DSMKP)
Agnieszka Jastrzębska,,
- Department of Structural Methods for Knowledge Processing
, Władysława Jastrzębska
Władysława Jastrzębska,,
-
Pages153-158
Publication size in sheets0.5
Book Proceedings of 2018 Joint 7th International Conference on Informatics, Electronics & Vision (ICIEV) and 2018 2nd International Conference on Imaging, Vision & Pattern Recognition (icIVPR), 2018, IEEE, ISBN 978-1-5386-5164-3
Keywords in Polishmapy poznawcze, modelowanie zachowań konsumenta, modelowanie procesów podejmowania decyzji
Keywords in Englishcognitive maps, consumer behaviour modelling, decision making modelling
Abstract in PolishW pracy przedstawiono metodę reprezentacji konsumenta i jego potrzeb za pomocą modelu map poznawczych. W stworzonym podejściu pojedyncza potrzeba (bodziec motywujący i determinujący zachowanie konsumenta) jest reprezentowana za pomocą jednego węzła w mapie. Zależności pomiędzy węzłami reprezentują relacje pomiędzy potrzebami. Kolejne ruchy mapy symulowane są za pomocą aktywacji, które określają jak ważna w aktualnym momencie jest dana potrzeba. Odpowiedź mapy pozwala ocenić wagę potrzeb w następnym momencie w czasie. Za pomocą tak skonstruowanej mapy poznawczej jesteśmy w stanie modelować procesy decyzyjne konsumenta.
DOIDOI:10.1109/ICIEV.2018.8641066
URL https://ieeexplore.ieee.org/document/8641066
Languageen angielski
Score (nominal)15
ScoreMinisterial score = 15.0, 30-04-2019, ChapterFromConference
Ministerial score (2013-2016) = 15.0, 30-04-2019, ChapterFromConference
Publication indicators WoS Citations = 0
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