The simulation model of price stability to consumer loyalty degree based on the cognitive behavior

Loyal customers are important for any company, and how to cultivate their loyalty by marketing tactics such as price, relation, promotion and etc. is crucial. We establish a consumer cognitive simulation model based on ACT-R cognitive framework to research the influence of price stability on consumer loyalty in this paper. The model uses three variables price stability, price, and the urgency of the needs, to describe the state of the consumer cognition. Consumers´ decision-making mechanism is characterized through the production rules. The behavior for each simulation is evaluated by using the memory cycles and saved in order to assist future cycle decisions. Finally, we make a numeric simulation experiment by using the above model. The result and analysis of the data shows that this model is effective in studying consumer loyalty degree.