Analyzing social influence through network simulations in choice modeling

Peilin Tian*, Wei Chen

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution


In this paper, we study how to capture social influence on customer choice based on rich consumer data. The created choice model helps achieve a better understanding of consumer preferences in product design. Social influence attributes are employed to quantify the social impact a customer receives from interactions with other individuals in product selection. Data analysis technique is first adopted to identify critical social profile attributes based on a large amount of consumer information. To quantify social influence at the individual level, the paper presents a data-driven approach that integrates social network simulation based on consumers' social profile attributes in product choice modeling. Later the network is simulated to estimate the social influence on individual consumer's choice behavior. This paper provides new understanding of how consumers are socially influenced. A Hybrid Electric Vehicle case study is implemented to demonstrate the proposed methodology using National Household Travel Survey data. Choice modeling prediction results and consumers green attitude towards hybrid electric vehicle are examined over multiple years.

Original languageEnglish (US)
Title of host publicationProceedings of the 19th International Conference on Engineering Design
Subtitle of host publicationDesign for Harmonies, ICED 2013
Number of pages12
Volume9 DS75-09
StatePublished - 2013
Event19th International Conference on Engineering Design, ICED 2013 - Seoul, Korea, Republic of
Duration: Aug 19 2013Aug 22 2013


Other19th International Conference on Engineering Design, ICED 2013
Country/TerritoryKorea, Republic of


  • Consumer choice modeling
  • Design methods
  • Human behaviour in design
  • Social network simulation
  • User centred design

ASJC Scopus subject areas

  • Modeling and Simulation
  • Engineering (miscellaneous)
  • Industrial and Manufacturing Engineering


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