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A Model of Culture in Trading Agents

  • Gert Jan HofstedeEmail author
  • Catholijn M. Jonker
  • Tim Verwaart
Chapter
Part of the Advances in Group Decision and Negotiation book series (AGDN, volume 6)

Abstract

Geert Hofstede’s five-dimensional framework is widely used in social sciences and management science to characterize cultures. It has been suggested to build culturally consistent agent characters based on his framework. This chapter stresses the relevance of culture and trust for trade, substantiates why a dimensional model offers a good basis for cultural differentiation of agents, and presents an approach to apply Hofstede’s model to develop culturally differentiated agents. The approach is based on knowledge acquisition on a dimension-by-dimension basis and a computational method to integrate the acquired knowledge. The approach has been applied to a multi-agent simulation of a trade game. It is instantiated for the processes of partner selection, negotiation, and the interaction between deceit and trust in trade.

Keywords

Cultural dimensions Trust Trade Multi-agent simulation 

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Copyright information

© Springer Science+Business Media Dordrecht 2013

Authors and Affiliations

  • Gert Jan Hofstede
    • 1
    Email author
  • Catholijn M. Jonker
    • 2
  • Tim Verwaart
    • 3
  1. 1.Social SciencesWageningen UniversityWageningenThe Netherlands
  2. 2.Interactive Intelligence GroupDelft University of TechnologyDelftThe Netherlands
  3. 3.LEI Wageningen URden HaagThe Netherlands

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