IDEAS home Printed from https://ideas.repec.org/a/eee/phsmap/v414y2014icp254-262.html
   My bibliography  Save this article

A dynamic evolution model of human opinion as affected by advertising

Author

Listed:
  • Luo, Gui-Xun
  • Liu, Yun
  • Zeng, Qing-An
  • Diao, Su-Meng
  • Xiong, Fei

Abstract

We propose a new model to investigate the dynamics of human opinion as affected by advertising, based on the main idea of the CODA model and taking into account two practical factors: one is that the marginal influence of an additional friend will decrease with an increasing number of friends; the other is the decline of memory over time. Simulations show several significant conclusions for both advertising agencies and the general public. A small difference of advertising’s influence on individuals or advertising coverage will result in significantly different advertising effectiveness within a certain interval of value. Compared to the value of advertising’s influence on individuals, the advertising coverage plays a more important role due to the exponential decay of memory. Meanwhile, some of the obtained results are in accordance with people’s daily cognition about advertising. The real key factor in determining the success of advertising is the intensity of exchanging opinions, and people’s external actions always follow their internal opinions. Negative opinions also play an important role.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:phsmap:v:414:y:2014:i:c:p:254-262
    DOI: 10.1016/j.physa.2014.07.055
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0378437114006396
    Download Restriction: Full text for ScienceDirect subscribers only. Journal offers the option of making the article available online on Science direct for a fee of $3,000
    File URL: https://libkey.io/10.1016/j.physa.2014.07.055?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Chen, Zhihong & Ge, Ying & Lai, Huiwen & Wan, Chi, 2013. "Globalization and Gender Wage Inequality in China," World Development, Elsevier, vol. 44(C), pages 256-266.
    2. Deng, Lei & Liu, Yun & Xiong, Fei, 2013. "An opinion diffusion model with clustered early adopters," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 392(17), pages 3546-3554.
    3. 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.
    4. Tatiana Bouzdine-Chameeva & Serge Galam, 2011. "Word-Of-Mouth Versus Experts And Reputation In The Individual Dynamics Of Wine Purchasing," Advances in Complex Systems (ACS), World Scientific Publishing Co. Pte. Ltd., vol. 14(06), pages 871-885.
    5. Rainer Hegselmann & Ulrich Krause, 2002. "Opinion Dynamics and Bounded Confidence Models, Analysis and Simulation," Journal of Artificial Societies and Social Simulation, Journal of Artificial Societies and Social Simulation, vol. 5(3), pages 1-2.
    6. Serge Galam, 2008. "Sociophysics: A Review Of Galam Models," International Journal of Modern Physics C (IJMPC), World Scientific Publishing Co. Pte. Ltd., vol. 19(03), pages 409-440.
    7. Lin, Ying-Ting & Han, Xiao-Pu & Wang, Bing-Hong, 2014. "Dynamics of human innovative behaviors," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 394(C), pages 74-81.
    8. Zhu, Yue-ying & Li, Wei & Cai, Xu, 2013. "Opinion evolution on a BA scaling network," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 392(24), pages 6596-6602.
    9. PricewaterhouseCoopers & World Bank Group, "undated". "Paying Taxes 2014 : The Global Picture," World Bank Publications - Reports 18969, The World Bank Group.
    10. Jan Lorenz, 2007. "Continuous Opinion Dynamics Under Bounded Confidence: A Survey," International Journal of Modern Physics C (IJMPC), World Scientific Publishing Co. Pte. Ltd., vol. 18(12), pages 1819-1838.
    11. Kun, Ferenc & Kocsis, Gergely & Farkas, János, 2007. "Cellular automata for the spreading of technologies in socio-economic systems," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 383(2), pages 660-670.
    12. World Bank & International Finance Corporation & PricewaterhouseCoopers, "undated". "Paying Taxes 2013 : The Global Picture," World Bank Publications - Reports 16250, The World Bank Group.
    13. Galam, Serge, 2004. "Sociophysics: a personal testimony," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 336(1), pages 49-55.
    14. Katarzyna Sznajd-Weron, 2005. "Sznajd model and its applications," HSC Research Reports HSC/05/04, Hugo Steinhaus Center, Wroclaw University of Technology.
    15. Verma, Gunjan & Swami, Ananthram & Chan, Kevin, 2014. "The impact of competing zealots on opinion dynamics," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 395(C), pages 310-331.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Quanbo Zha & Gang Kou & Hengjie Zhang & Haiming Liang & Xia Chen & Cong-Cong Li & Yucheng Dong, 2020. "Opinion dynamics in finance and business: a literature review and research opportunities," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 6(1), pages 1-22, December.
    2. Fan Zou & Yupeng Li & Jiahuan Huang, 2022. "Group interaction and evolution of customer reviews based on opinion dynamics towards product redesign," Electronic Commerce Research, Springer, vol. 22(4), pages 1131-1151, December.
    3. Fan, Kangqi & Pedrycz, Witold, 2017. "Evolution of public opinions in closed societies influenced by broadcast media," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 472(C), pages 53-66.
    4. Fan, Kangqi & Pedrycz, Witold, 2016. "Opinion evolution influenced by informed agents," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 462(C), pages 431-441.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fan, Kangqi & Pedrycz, Witold, 2016. "Opinion evolution influenced by informed agents," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 462(C), pages 431-441.
    2. Fan, Kangqi & Pedrycz, Witold, 2015. "Emergence and spread of extremist opinions," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 436(C), pages 87-97.
    3. Ding, Fei & Liu, Yun & Shen, Bo & Si, Xia-Meng, 2010. "An evolutionary game theory model of binary opinion formation," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 389(8), pages 1745-1752.
    4. Catherine A. Glass & David H. Glass, 2021. "Social Influence of Competing Groups and Leaders in Opinion Dynamics," Computational Economics, Springer;Society for Computational Economics, vol. 58(3), pages 799-823, October.
    5. Diao, Su-Meng & Liu, Yun & Zeng, Qing-An & Luo, Gui-Xun & Xiong, Fei, 2014. "A novel opinion dynamics model based on expanded observation ranges and individuals’ social influences in social networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 415(C), pages 220-228.
    6. 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.
    7. Francisco J. León-Medina & Jordi Tena-Sánchez & Francisco J. Miguel, 2020. "Fakers becoming believers: how opinion dynamics are shaped by preference falsification, impression management and coherence heuristics," Quality & Quantity: International Journal of Methodology, Springer, vol. 54(2), pages 385-412, April.
    8. Quanbo Zha & Gang Kou & Hengjie Zhang & Haiming Liang & Xia Chen & Cong-Cong Li & Yucheng Dong, 2020. "Opinion dynamics in finance and business: a literature review and research opportunities," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 6(1), pages 1-22, December.
    9. Pedraza, Lucía & Pinasco, Juan Pablo & Semeshenko, Viktoriya & Balenzuela, Pablo, 2023. "Mesoscopic analytical approach in a three state opinion model with continuous internal variable," Chaos, Solitons & Fractals, Elsevier, vol. 168(C).
    10. Song, Xiao & Shi, Wen & Tan, Gary & Ma, Yaofei, 2015. "Multi-level tolerance opinion dynamics in military command and control networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 437(C), pages 322-332.
    11. Song, Xiao & Zhang, Shaoyun & Qian, Lidong, 2013. "Opinion dynamics in networked command and control organizations," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 392(20), pages 5206-5217.
    12. Agnieszka Kowalska-Styczeń & Krzysztof Malarz, 2020. "Noise induced unanimity and disorder in opinion formation," PLOS ONE, Public Library of Science, vol. 15(7), pages 1-22, July.
    13. Kurmyshev, Evguenii & Juárez, Héctor A. & González-Silva, Ricardo A., 2011. "Dynamics of bounded confidence opinion in heterogeneous social networks: Concord against partial antagonism," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 390(16), pages 2945-2955.
    14. Piras, Simone & Righi, Simone & Setti, Marco & Koseoglu, Nazli & Grainger, Matthew & stewart, Gavin & Vittuari, Matteo, 2021. "From social interactions to private environmental behaviours: The case of consumer food waste," SocArXiv 7k4vy, Center for Open Science.
    15. Huang, Chuanchao & Hu, Bin & Jiang, Guoyin & Yang, Ruixian, 2016. "Modeling of agent-based complex network under cyber-violence," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 458(C), pages 399-411.
    16. Aleksejus Kononovicius, 2017. "Empirical Analysis and Agent-Based Modeling of the Lithuanian Parliamentary Elections," Complexity, Hindawi, vol. 2017, pages 1-15, November.
    17. Gimenez, M. Cecilia & Paz García, Ana Pamela & Burgos Paci, Maxi A. & Reinaudi, Luis, 2016. "Range of interaction in an opinion evolution model of ideological self-positioning: Contagion, hesitance and polarization," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 447(C), pages 320-330.
    18. Wang, Huanjing & Shang, Lihui, 2015. "Opinion dynamics in networks with common-neighbors-based connections," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 421(C), pages 180-186.
    19. Lu, Xi & Mo, Hongming & Deng, Yong, 2015. "An evidential opinion dynamics model based on heterogeneous social influential power," Chaos, Solitons & Fractals, Elsevier, vol. 73(C), pages 98-107.
    20. Andreas Koulouris & Ioannis Katerelos & Theodore Tsekeris, 2013. "Multi-Equilibria Regulation Agent-Based Model of Opinion Dynamics in Social Networks," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 11(1), pages 51-70.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:phsmap:v:414:y:2014:i:c:p:254-262. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/physica-a-statistical-mechpplications/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.