An Integrated Approach to Simulating Behavioural Processes: a Case Study of the Lock-in of Consumption Patterns

Lock-in denotes a phenomenon of monopolistic dominating technologies or consumer goods in a certain market. These lock-ins cannot be explained by superior characteristics of the good or technology. Previous studies mainly used probabilistic models to study lock-in effects. In this paper an integrated conceptual model of consumer behaviour is used to identify relevant processes of lock-in dynamics of consumption patterns. An agent-based model is developed to simulate consumats, artificial consumers, who are confronted with two similar products. We found two types of lock-in, namely, a spatial lock-in and a global level lock-in. The spatial lock-in related to the spatial patterns that occur in consumption patterns and relates to the satisfaction of the need for identity. The global lock-in relates to price effects and occurs only if individual preferences are not significantly weighted in the cognitive processing.