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Decision makers in large scale interconnected network systems require simulation models for decision support. The behaviour of these systems is determined by many actors, situated in a dynamic, multi-actor, multi-objective and multi-level environment. How can such systems be modelled and how can the socio-technical complexity be captured? Agent-based modelling is a proven approach to handle this challenge. This book provides a practical introduction to agent-based modelling of socio-technical systems, based on a methodology that has been developed at Delft University of Technology and which has been deployed in a large number of case studies. The book consists of two parts: the first presents the background, theory and methodology as well as practical guidelines and procedures for building models. In the second part this theory is applied to a number of case studies, where for each model the development steps are presented extensively, preparing the reader for creating own models.

Communication and marketing professionals make strategic decisions in highly complex and dynamic contexts. These decisions are highly uncertain on the outcome and process level when, for example, consumer behaviour is at stake. Decision support systems can provide insights in these levels of uncertainty and the professional process of decision making. However, literature describing decision support tools for strategic communication and marketing management that provide clear insights in uncertainty levels is lacking. This study therefore aims at developing a consumer behaviour simulation module as an important element of such a future decision support tool. The consumer behaviour simulation we propose in this paper is based on data collected from a survey among 386 households with which a behavioural change model was calibrated. We show how various decision scenarios for strategic communication and marketing challenges can be explored and how such a simulation based decision support system can facilitate strategic communication and marketing management concerning the introduction of a smart energy meter.