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Agent-based consumer modelling of the Dutch lighting market

Schoenmacker, G. (2014) Agent-based consumer modelling of the Dutch lighting market. Master's Thesis / Essay, Artificial Intelligence.

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Abstract

Agent-based consumer modelling of the Dutch lighting market This document is a master's thesis implementing a multi-agent consumer modelling system for the Dutch lighting market based on the Consumat II psychological model of consumers by Jager and Janssen[1]. The two main questions are (I) how can we implement such a model and (II) how can we facilitate adoption of energy-efficient technologies in the lighting market? The design and implementation of the multi-agent system will be discussed and several experiments will be run with different variants of the model, showing (1) a homo economicus perspective, (2) a model using only functional behavioural strategies and (3) the full model employing functional and social strategies. A reference study[2] containing relevant market research will be used to provide data for parametrisation and comparison. The developed model proves complex enough to exhibit behaviour as seen in the reference study and provides validation for the conclusions drawn. The most important findings of this thesis are: - Habitual behaviour is the most prominent reason for lack of adoption of energy-efficient technologies in the lighting market. - Social behaviour helps facilitate diffusion of new technologies in the lighting market. - The developed model replicates behaviour as observed in the reference study[2] and can confirm its conclusions. [1] W. Jager and M. A. Janssen, “An updated conceptual framework for integrated modeling of human decision making: The consumat ii,” Paper for Workshop Complexity in the Real World, ECCS 2012, 2012. [2] G. Kattenwinkel, “And then there was light,” Master’s thesis, University of Groningen, 2012.

Item Type: Thesis (Master's Thesis / Essay)
Degree programme: Artificial Intelligence
Thesis type: Master's Thesis / Essay
Language: English
Date Deposited: 15 Feb 2018 07:56
Last Modified: 15 Feb 2018 07:56
URI: http://fse.studenttheses.ub.rug.nl/id/eprint/11623

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