Niche-seeking in influence maximization with adversary
Proceedings of the 14th Annual International Conference on Electronic Commerce
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We create an agent-based simulation to explore consumer lock-in in a duopoly of experience goods (goods with characteristics that are difficult to determine in advance, but ascertained upon consumption). We model heterogeneous agents using simple assumptions, where agents choose between products based upon personal experience and neighbours' decisions. We test strategies to break a lock-in through a free give-away and advertising. We find that, under our assumptions, breaking a lock-in required the formation of regions where the competitor product was adopted, likened to a niche in the market.