Impact of the decision rule in innovation diffusion modeling

In this, paper we analyze the impact of the decision rule to represent the behavior of individuals in the diffusion curve predicted by models of innovation diffusion at the individual level. We use an agent-based model, in which diffusion takes place in a small-world network, and analyze the phenomenon using 4 different decision rules: (1) threshold decision rule with positive externalities, (2) threshold decision rule with positive and negative externalities, (3) decision rule based on the Bass model and (4) decision rule based on the Theory of Planned Behavior. The results reject the equality hypothesis among different diffusion curves, so we conclude the decision rule has a significant impact on the diffusion curve predicted by diffusion models at the individual level.

Keywords
Simulation; Innovation diffusion; Adoption of innovations; Agent-based modeling; Decision rule