Multi-agent model of trust dissemination based on optimistic and pessimistic fuzzy aggregation norms

Companies and even institutions have recently tried to form a reasonable opinion about their products. One way companies can achieve this is to prepare and distribute advertisements. Some advertising media, such as TV commercials, are costly and tiresome, so understanding and modeling some aspects of disseminating product information might be helpful. The article presents a multi-agent model of spreading trust in the product among agents based on fuzzy aggregation norms. When people with a similar opinion about a product discuss it with others or listen to a commercial, their trust increases, so the optimistic fuzzy aggregation norm is applied. When people with different opinions meet, their faith decreases, so the pessimistic norm is applied. In addition, the paper presents a theoretical example of this model application, namely, showing the results of a multi-agent model of spreading confidence in the product and presenting the results of the NetLogo simulation.