Cognitive Network Modeling as a Basis for Characterizing Human Communication Dynamics and Belief Contagion in Technology Adoption

Abstract

Societal level macro models of social behavior do not sufficiently capture nuances needed to adequately represent the dynamics of person-to-person interactions. Likewise, individual agent level micro models have limited scalability - even minute parameter changes can drastically affect a model's response characteristics. This work presents an approach that uses agent-based modeling to represent detailed intra- and inter-personal interactions, as well as a system dynamics model to integrate societal-level influences via reciprocating functions. A Cognitive Network Model (CNM) is proposed as a method of quantitatively characterizing cognitive mechanisms at the intra-individual level. To capture the rich dynamics of interpersonal communication for the propagation of beliefs and attitudes, a Socio-Cognitive Network Model (SCNM) is presented. The SCNM uses socio-cognitive tie strength to regulate how agents influence--and are influenced by--one another's beliefs during social interactions. We then present experimental results which support the use of this network analytical approach, and we discuss its applicability towards characterizing and understanding human information processing.