JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2019, Vol. 54 ›› Issue (11): 63-70.doi: 10.6040/j.issn.1671-9352.0.2019.159

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Dynamic analysis of game model considering advertising spillover effect

LU Zheng-yu, ZHOU Wei*, YU Huan-huan, ZHAO Na   

  1. School of Mathematics and Physics, Lanzhou Jiaotong University, Lanzhou 730070, Gansu, China
  • Published:2019-11-06

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Abstract: Based on the bounded rationality, the dynamic adjustment game model of bounded rationality is established by introducing the parameters of advertising spillover effect, adjustment speed and advertising promotion effect. Firstly, the stability of the system is discussed based on the eigenvalues of Jacobi matrix and Jury criterion. Secondly, the dynamic evolution process of the system under the parameters of advertising spillover effect and adjustment speed is analyzed by the bifurcation diagram of single and double parameters, the maximum Lyapunov index diagram and the attractor basin. The results show that when the adjustment speed of advertising spillover effect is slower, the system will be in a more stable state, and will be in a stable state. In addition, when the adjustment speed increases, the system appears chaos from period and attractor coexistence, which indicates that the market will be chaotic.

Key words: bounded rationality, advertising spillover effect, bifurcation, state of chaos

CLC Number: 

  • O193
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