Publications by Colleges and Departments (MSU - Bozeman)
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Item Suppression force-fields and diffuse competition: competition de-escalation is an evolutionarily stable strategy(The Royal Society, 2023-08) Atwater, Daniel Z.Competition theory is founded on the premise that individuals benefit from harming their competitors, which helps them secure resources and prevent inhibition by neighbours. When multiple individuals compete, however, competition has complex indirect effects that reverberate through competitive neighbourhoods. The consequences of such ‘diffuse’ competition are poorly understood. For example, competitive effects may dilute as they propagate through a neighbourhood, weakening benefits of neighbour suppression. Another possibility is that competitive effects may rebound on strong competitors, as their inhibitory effects on their neighbours benefit other competitors in the community. Diffuse competition is unintuitive in part because we lack a clear conceptual framework for understanding how individual interactions manifest in communities of multiple competitors. Here, I use mathematical and agent-based models to illustrate that diffuse interactions—as opposed to direct pairwise interactions—are probably the dominant mode of interaction among multiple competitors. Consequently, competitive effects may regularly rebound, incurring fitness costs under certain conditions, especially when kin–kin interactions are common. These models provide a powerful framework for investigating competitive ability and its evolution and produce clear predictions in ecologically realistic scenarios.Item NFT luxury brand marketing in the metaverse: Leveraging blockchain‐certified NFTs to drive consumer behavior(Wiley, 2023-06) Sung, Eunyoung (Christine); Kwon, Ohbyung; Sohn, KwonsangIndustry 4.0 technology enables luxury fashion brands in the virtual market to quantify the value of digital items in the metaverse; thus, brands can maintain their reputations, ensure consistent and integrated luxury brand marketing, and attract new consumers in the virtual market. Understanding consumer behavior toward buying digital assets (i.e., nonfungible tokens [NFTs]) is important. By using blockchain-based NFTs as a way to verify the authenticity of digital assets in the virtual market, luxury brands can maintain their reputations and help consumers protect their digital assets. Thus, developing global marketing strategies supported by this technology is important for the success of luxury fashion brands in the metaverse. We conducted analyses to explore consumer behavior in the metaverse with regard to blockchain-based luxury NFTs. The findings reveal the psychological evaluation process as a mechanism that drives consumer behavior toward NFT luxury brand fashion items in global virtual markets. The empirical findings also extend the application of game theory and prospect theory by revealing the psychological evaluation of risks associated with (not) buying luxury fashion NFTs as another mechanism driving consumer behavior in the metaverse.