TY - CHAP
T1 - Innovation diffusion among heterogeneous agents
T2 - Exploring complexity with agent-based modelling (ABM)
AU - Ratna, Nazmun N.
AU - Dray, Anne
AU - Perez, Pascal
AU - Quentin Grafton, R.
AU - Kompas, Tom
PY - 2008
Y1 - 2008
N2 - In this chapter we apply agent-based modelling (ABM) to capture the complexity of the diffusion process depicted in Medical Innovation, the classic study on diffusion of a new drug tetracycline byColeman, Katz, and Menzel (1966). Based on our previous model with homogenous social agents, Gammanym (Ratna et al., 2007), in this chapter we further our analysis with heterogeneous social agents who vary in terms of their degree of predisposition to knowledge. We also explore the impact of stage-dependent degrees of external influence from the change agent, pharmaceutical company in this case. Cumulative diffusion curves suggest that the pharmaceutical company plays a much weaker role in accelerating the speed of diffusion when a diffusion dynamics is explored with complex agents, defined as heterogeneous agents under stage-dependent degrees of external influence. Although our exploration with groups of doctors with different combination of social and professional integration signifies the importance of interpersonal ties, our analysis also reveals that degree of adoption threshold or individual predisposition to knowledge is crucial for adoption decisions. Overall, our approach brings in fresh insights to the burgeoning policy literature exploring complexity, by providing necessary framework for research translation to policy and practice.
AB - In this chapter we apply agent-based modelling (ABM) to capture the complexity of the diffusion process depicted in Medical Innovation, the classic study on diffusion of a new drug tetracycline byColeman, Katz, and Menzel (1966). Based on our previous model with homogenous social agents, Gammanym (Ratna et al., 2007), in this chapter we further our analysis with heterogeneous social agents who vary in terms of their degree of predisposition to knowledge. We also explore the impact of stage-dependent degrees of external influence from the change agent, pharmaceutical company in this case. Cumulative diffusion curves suggest that the pharmaceutical company plays a much weaker role in accelerating the speed of diffusion when a diffusion dynamics is explored with complex agents, defined as heterogeneous agents under stage-dependent degrees of external influence. Although our exploration with groups of doctors with different combination of social and professional integration signifies the importance of interpersonal ties, our analysis also reveals that degree of adoption threshold or individual predisposition to knowledge is crucial for adoption decisions. Overall, our approach brings in fresh insights to the burgeoning policy literature exploring complexity, by providing necessary framework for research translation to policy and practice.
UR - http://www.scopus.com/inward/record.url?scp=84899273499&partnerID=8YFLogxK
U2 - 10.4018/978-1-59904-962-5.ch005
DO - 10.4018/978-1-59904-962-5.ch005
M3 - Chapter
SN - 9781599049625
SP - 113
EP - 141
BT - Applications of Complex Adaptive Systems
PB - IGI Global
ER -