Policy and Complex Systems
2002 ; Watt & Dodds , 2009 ) of networks progressed with respect to the random network model by including some notion of topology ; neighborhood relationships defined topologically or socially are giving rise to threshold models that are more and more popular in social network analysis . The classical Grannovetter ’ s threshold model has evolved into a network setting where ( as opposed to the conventional “ allon-all ” influence assumption ), individuals are influenced directly only by a small subset of their immediate “ neighbors ” according to some notion of distance ( Grannovetter , 1978 ). In this context , we need a notion of social diversity to simulate a network of neighbors , who are more or less influential based on their level of environmental awareness ( Ugander , Backstrom , Marlow , & Kleinberg , 2012 ).
The influence mechanisms in the field of domestic energy consumption are different from the influence mechanisms in other immaterial assets like opinions . Life styles are driven not only by opinions but also from a set of local conditions .
The energy consumption behavior is driven by not only individual aptitude and social influence but also from local physical constraints as the physical infrastructure of smart metering availability , the local price or local geographical situation as , for example , climatic conditions . The use and choice of electrical appliances , for example , are driven by a set of factors that make as very significant the comparison with neighbors that are in the same economic and social situation . For this reason our choice is of focusing on the influence of direct neighbors and to take into consideration the most extended area of influence of all neighbors - in a given area- as a global influence factor , i . e . in a quantitative way instead in terms of individual relationship .
The influence is modeled in term of local influence , global influence , and social reinforcement . We express such an influence by the awareness level of each agents .
We mentioned above that economic rewards alone are not strong enough to trigger a behavioral change and other kind of reward can be more effective . When a community adopts a responsible life style some positive environmental effects will happen in the end , and the adoption of a sustainable behavior is driven by awareness . Such awareness shifts from an individual dimension to a shared collective one ; this generates the most effective reward : social appraisal . We claim that this mechanism is the trigger for a social norm . When environmentally friendly behavior becomes a social norm it will be carried on without any need for controls , fines or law enforcement because “ Effective policies are ones that induce both short-term changes in behavior and longer-term changes in social norm ” ( Kinzig , Ehrlich , Alston , Arrow , Barrett , Buchman … Sahari , 2013 ). Social norms are persistent and , once adopted , are followed even after the state intervention ceases . Making collaborative behaviors convenient may strengthen both personal and social norms , making all behaviors visible shows people what others are doing . ICT-based systems , as smart metering advanced functions , can be pivotal .
An ABM approach in energy consumption mechanism
Simulation is considered by Axelrod
( 2007 ) as a third way of undertaking scientific research , after induction - i . e . the discovery of patterns in empirical data - and deduction – that involves specifying a set of axioms and proving consequences that can be derived from them . Axelrod ( 2007 ) remarks as “ starting with a set of
52