Dynamics of Opinion-Dependent Product Spread

In this paper we propose a novel model of product spread that combines models which capture the behavior of epidemic-like product spread among agents in a network with different opinion models, allowing a greater range of product spread behaviors to be modeled. In the proposed opinion-dependent product spread models, product adoptions over a network are affected by the agents' opinions of the product. These opinions evolve via a separate set of network-dependent opinion dynamics, which are also dependent on the product adoption of the agent. The behavior of the product spreading is explored under the influence of several different models of opinion dynamics. We provide analysis of the local equilibria of the coupled models and compare the behavior of the coupled product-opinion dynamics via simulation. These simulations illustrate that the opinion dynamics drive the outcome of the system, allowing different types of product adoption to be modeled through different choices of opinion dynamics and strengthening the ability of epidemic spread techniques to model product adoption.