Proposal of a Double Diamond Model of Social Response

Abstract

Models of social response concern the identification and delineation of possible responses to social pressure. Previous efforts toward a unified model have been limited to conceptualizations that define conformity and its alternatives based on discrete categories (e.g., Montgomery, 1992; Nail et al., 2000). Social response in many settings, however, is more a matter of degree, requiring continuous-response formats. The authors propose a new unified model, the double diamond, which was derived from a synthesis of 11 existing models. To our knowledge, it includes for the first time in a continuous-response model: two types of conformity, three types of anticonformity, independence, compromise, contagion, and numerous other possibilities. The model provides a needed theoretical foundation for a relatively new influence technique: strategic self-anticonformity (MacDonald et al., 2011). The broader integrative power of the model is illustrated by its links with the true self (Rogers, 1951), self-determination theory (Ryan & Deci, 2008), and two therapeutic techniques—paradoxical intention (Frankl, 1967) and motivational interviewing (Miller & Rollnick, 2002).

Linking Consumer Opinions with Reservation Prices in an Agent-Based Model of Innovation Diffusion

“…the innovation) according to its non-financial costs and the benefits it brings. We assume that personal judgment is neither affected by mass-media nor by WOM, hence it is closely related to the concept of independent behavior [12,13]. We introduce independence in a similar way as was done in [11], i.e.…”

The Diamond Model of Social Response within an Agent-Based Approach

“…Initially, Willis [16] labeled this fourth response variability. In more recent discussions of the diamond model by Willis and others, however, variability is usually referred to as self-anticonformity [15,18].…”

“…In line with the diamond model, this ambiguity is why we need at least two trials to recognize the type of response. This is the reason the diamond model is a multiple-trial model -social responses can only be unambiguously defined over multiple social influence trials [15,17].…”

“…Yet, following the ideas of psychologists, physicists might fear that the model would be too complicated. This fear can be allayed, however, when physicists learn of the basic simplicity of most models of social response (for a review see [15]). …”

Impact of Social Interactions on Demand Curves for Innovative Products

“…By individual (or personal) judgment we understood the evaluation of the product according to its non-financial costs and benefits, as well as the perception of the behavioral difficulty connected with its adoption. We assume that personal judgment is neither affected by mass-media nor by WOM, hence it is closely related to the concept of independent behavior [8][9][10]. In the model it occurs with (independence) probability p ∈ [0, 1].…”