Conference proceeding
The Topology of Social Influence and the Dynamics of Design Product Adoption
Design Computing and Cognition '16, pp 653-665
01 Jan 2017
Abstract
This paper presents the results of studies on how the dynamics of design product adoption is affected by the topological structure of social communication and influence between consumers, without any changes in the designed product. The dynamics of product adoption are studied over random, modular small world, and scale free social network structures, under local rules of communication. Results show global behaviors emerging from these local agent communication rules, including states where populations completely accept or reject products, starting from similar initial states, as well as regimes and cycles of synchronized behaviors of adoption and rejection. It is claimed that without modeling consumer interactions, understanding and modeling of innovation in design will remain inadequate. Since there could be fundamental limitations to the predictability of adoption behaviors under social influence, innovation strategies could fare better when they focus on the quality, novelty, and technological advances they could bring instead of being guided only by social popularity and influence.
Metrics
1 Record Views
Details
- Title
- The Topology of Social Influence and the Dynamics of Design Product Adoption
- Creators
- Somwrita Sarkar - The University of SydneyJohn S. Gero - George Mason University
- Contributors
- J S Gero (Editor) - George Mason University
- Publication Details
- Design Computing and Cognition '16, pp 653-665
- Publisher
- Springer Nature
- Number of pages
- 13
- Grant note
- CMMI-1404466 / US National Science Foundation; National Science Foundation (NSF)
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Psychological and Brain Sciences (Psychology)
- Web of Science ID
- WOS:000454343400035
- Other Identifier
- 991022156303204721