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Fashion, fads and the popularity of choices: Micro-foundations for diffusion consumer theory

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  • Mercure, Jean-François

Abstract

Knowledge acquisition by consumers is a key process in the diffusion of innovations. However, in standard theories of the representative agent, agents do not learn and innovations are adopted instantaneously. Here, we show that in a discrete choice model where utility-maximising agents with heterogenous preferences learn about products through peers, their stock of knowledge on products becomes heterogenous, fads and fashions arise, and transitivity in aggregate preferences is lost. Non-equilibrium path-dependent dynamics emerge, the representative agent exhibits behavioural rules different than individual agents, and aggregate utility cannot be optimised. Instead, an evolutionary theory of product innovation and diffusion emerges.

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  • Mercure, Jean-François, 2018. "Fashion, fads and the popularity of choices: Micro-foundations for diffusion consumer theory," Structural Change and Economic Dynamics, Elsevier, vol. 46(C), pages 194-207.
    • Handle: RePEc:eee:streco:v:46:y:2018:i:c:p:194-207
    DOI: 10.1016/j.strueco.2018.06.001
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    2. J.-F. Mercure & A. Lam & S. Billington & H. Pollitt, 2018. "Integrated assessment modelling as a positive science: private passenger road transport policies to meet a climate target well below 2 ∘C," Climatic Change, Springer, vol. 151(2), pages 109-129, November.
    3. Odenweller, Adrian, 2022. "Climate mitigation under S-shaped energy technology diffusion: Leveraging synergies of optimisation and simulation models," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    4. An, Kangxin & Wang, Can & Cai, Wenjia, 2023. "Low-carbon technology diffusion and economic growth of China: an evolutionary general equilibrium framework," Structural Change and Economic Dynamics, Elsevier, vol. 65(C), pages 253-263.

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