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How effective is advertising in duopoly markets?

Author

Listed:
  • Sznajd-Weron, K.
  • Weron, R.

Abstract

A simple Ising spin model which can describe the mechanism of advertising in a duopoly market is proposed. In contrast to other agent-based models, the influence does not flow inward from the surrounding neighbors to the center site, but spreads outward from the center to the neighbors. The model thus describes the spread of opinions among customers. It is shown via standard Monte Carlo simulations that very simple rules and inclusion of an external field—an advertising campaign—lead to phase transitions.

Suggested Citation

  • Sznajd-Weron, K. & Weron, R., 2003. "How effective is advertising in duopoly markets?," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 324(1), pages 437-444.
  • Handle: RePEc:eee:phsmap:v:324:y:2003:i:1:p:437-444
    DOI: 10.1016/S0378-4371(02)01904-0
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    Cited by:

    1. Luo, Gui-Xun & Liu, Yun & Zeng, Qing-An & Diao, Su-Meng & Xiong, Fei, 2014. "A dynamic evolution model of human opinion as affected by advertising," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 414(C), pages 254-262.
    2. Anna Kowalska-Pyzalska & Katarzyna Maciejowska & Katarzyna Sznajd-Weron & Rafal Weron, 2014. "Diffusion and adoption of dynamic electricity tariffs: An agent-based modeling approach," HSC Research Reports HSC/14/01, Hugo Steinhaus Center, Wroclaw University of Technology.
    3. Kowalska-Pyzalska, Anna & Maciejowska, Katarzyna & Suszczyński, Karol & Sznajd-Weron, Katarzyna & Weron, Rafał, 2014. "Turning green: Agent-based modeling of the adoption of dynamic electricity tariffs," Energy Policy, Elsevier, vol. 72(C), pages 164-174.
    4. Situngkir, Hokky, 2006. "Advertising in Duopoly Market," MPRA Paper 885, University Library of Munich, Germany.
    5. repec:wsi:acsxxx:v:17:y:2014:i:01:n:s0219525914500040 is not listed on IDEAS
    6. Agnieszka Kowalska-Styczen, 2009. "Simulation model ofconsumer decision making," Operations Research and Decisions, Wroclaw University of Technology, Institute of Organization and Management, vol. 4, pages 47-60.
    7. Gündüç, Semra & Eryiğit, Recep, 2015. "The role of persuasion power on the consensus formation," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 426(C), pages 16-24.
    8. Shin, J.K., 2009. "Information accumulation system by inheritance and diffusion," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 388(17), pages 3593-3599.
    9. Piotr Przybyła & Katarzyna Sznajd-Weron & Rafał Weron, 2014. "Diffusion Of Innovation Within An Agent-Based Model: Spinsons, Independence And Advertising," Advances in Complex Systems (ACS), World Scientific Publishing Co. Pte. Ltd., vol. 17(01), pages 1-22.
    10. Shin, J.K., 2010. "Tipping news in information accumulation system," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 389(10), pages 2118-2126.
    11. Gary Mckeown & Noel Sheehy, 2006. "Mass Media and Polarisation Processes in the Bounded Confidence Model of Opinion Dynamics," Journal of Artificial Societies and Social Simulation, Journal of Artificial Societies and Social Simulation, vol. 9(1), pages 1-11.
    12. Anna Kowalska-Pyzalska & Katarzyna Maciejowska & Katarzyna Sznajd-Weron & Rafal Weron, 2013. "Going green: Agent-based modeling of the diffusion of dynamic electricity tariffs," HSC Research Reports HSC/13/05, Hugo Steinhaus Center, Wroclaw University of Technology.
    13. Anna Kowalska-Pyzalska & Katarzyna Maciejowska & Katarzyna Sznajd-Weron & Rafal Weron, 2014. "Modeling consumer opinions towards dynamic pricing: An agent-based approach," HSC Research Reports HSC/14/06, Hugo Steinhaus Center, Wroclaw University of Technology.
    14. Agnieszka Kowalska-Styczen, 2009. "Simulation model of consumer decision making," Operations Research and Decisions, Wroclaw University of Technology, Institute of Organization and Management, vol. 4, pages 47-60.

    More about this item

    Keywords

    Econophysics; Advertising; Oligopoly; Duopoly; Ising model; Agent-based model;

    JEL classification:

    • D70 - Microeconomics - - Analysis of Collective Decision-Making - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • C15 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Statistical Simulation Methods: General

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