Emotion in Consumer Simulations for the Development and Testing of Recommendations for Marketing Strategies

To examine the impact factors and mechanisms of the decision to switch to green electricity, we develop a socio-cognitive agent-based simulation. Following seminal research in the field of decision making we focus on emotion and social norms as core mechanisms in consumer decisions. A survey of possible consumers provides the information how to calibrate the simulation, by which means a first validation is reached. Further data analysis supports model validation and exploration. Overall, this methodology provides the premises of using simulations for recommending marketing strategies that support the distribution of environmental-friendly energy providers.

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