INTERACTING TV VIEWERS: A CASE OF EMPIRICAL AGENT-BASED MODELING AND SIMULATION FOR BUSINESS APPLICATION

For business applications of agent-based modeling and simulation, we should formulate rules for individual agents that are more realistic than those required by the KISS principle. This idea could be referred to as "empirical agent-based modeling." In order to develop such models, the first step could possibly be to apply well-established behavioral modeling to individuals/organizations and then link them incorporating interactions between those agents. As an illustrative work, we will present the modeling of TV viewing behavior including interactions in each family, each demographic segment and each reference group.