Abstract
This paper focuses at the dynamics of attitude change in large groups. A multi-agent computer simulation has been developed as a tool to study hypothesis we take to study these dynamics. A major extension in comparison to earlier models is that Social Judgment Theory is being formalized to incorporate processes of assimilation and contrast in persuasion processes. Results demonstrate that the attitude structure of agents determines the occurrence of assimilation and contrast effects, which in turn cause a group of agents to reach consensus, to bipolarize, or to develop a number of subgroups sharing the same position. Subsequent experiments demonstrate the robustness of these effects for a different formalization of the social network, and the susceptibility for population size.
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This paper won the best paper award at NAACSOS 2004, Pittsburgh PA. NAACSOS is the main conference of the North American Association for Computational Social and Organizational Science.
Wander Jager received his Ph.D. degree in Social Sciences in 2000 from the University of Groningen, the Netherlands. Dr. Jager is currently Associate Professor at the University of Groningen. His current application domain concerns marketing, innovation diffusion and social simulation. Dr. Jager has authored or co-authored various papers on market dynamics, diffusion processes, resource use and sustainable consumption.
Frédéric Amblard received his Ph.D. degree in Multi-Agent Simulation in 2003 from Blaise Pascal University, Clermont-Ferrand, France. Dr. Amblard is currently Associate Professor at the University of Social Sciences in Toulouse and researcher associated to the CNRS-IRIT, Institute of Research in Computer Sciences in Toulouse. His current application domain now concerns Agent-Based Social Simulation. Dr. Amblard has authored or coauthored various research papers either in computer sciences, in physics or in sociology.
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Jager, W., Amblard, F. Uniformity, Bipolarization and Pluriformity Captured as Generic Stylized Behavior with an Agent-Based Simulation Model of Attitude Change. Comput Math Organiz Theor 10, 295–303 (2005). https://doi.org/10.1007/s10588-005-6282-2
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DOI: https://doi.org/10.1007/s10588-005-6282-2