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Social diffusion of habits as contribution to the formalization of social energy practices Michel Klein, Jan Treur Agent Systems Research Group, VU University Amsterdam A different lifestyle of individuals concerning energy-related behaviour is an important factor in achieving future sustainable energy management, and, for example lowering the impact of the society on the environment. To analyse behaviour change of an individual the interplay of his or her internal mental states such as attitudes, beliefs, goals and motivations is relevant. However, in addition to this it is recognized that not only the actual goals and values of an individual are important, but also habits: the everyday routines that have been formed in the past (by some adaptive learning process) to achieve particular goals and persist in the absence of those goals (Wood and Neal, 2007). Behaviour change will also have to deal with getting rid of bad habits and replacing them by good habits. In addition to these two major elements (interplay of mental states and habit formation) in an indivudual’s decision making, it is becoming more and more clear that in general substantial behaviour change cannot be reached by interventions that focus on individual decision making only (Hargreaves, 2011). Instead, the combination of social interaction with an individual’s internal mental processes and states such as attitudes, beliefs and motivations turn out to be quite relevant for analysing and understanding behaviour change (Giddens, 1984). In this presentation a computational model is discussed that has been developed for lifestyle change of individuals concerning energy-related behaviour that takes into account the three main elements discussed (interplay of mental states, habit formation, and social interaction). The model describes change of habitual energy-related behaviour within a group of actors as a result of the contagion of individual goals, attitudes, valuations, and intentions (see also Klein et al, 2012). The model considers both the level of individual mechanisms of habit formation, involving a person’s attitudes, goals, intentions and relevant environmental cues, and the level of social mechanisms, such as the impact of others in a social network on an individual. The model can simulate the emergence and diffusion of social practices based on individual values, and can also provides an insight the effect of changes in individual perceptions on the collective behaviour. Within the model a number of individual factors that influence energy-related behaviour change has been integrated (similar to what was done in Klein et al, 2011 for a different domain). The model describes the interaction of personal energy behaviour change barriers and attitudes within social networks of the individuals. An extension towards societal structures is anticipated to fully cover social practices in energy usage behaviour. References Tom Hargreaves (2011). Practice-ing behaviour change: Applying social practice theory to proenvironmental behaviour change. Journal of Consumer Culture March, vol. 11 no. 1 79-99 Giddens A (1984) The Constitution of Society: Outline of the Theory of Structuration. Cambridge: The Polity Press. Klein, M.C.A., Mogles, N., Treur, J., Wissen, A. van (2012) Contagion of Habitual Behaviour in Social Networks: an Agent-Based Model. In: Proceedings of the 4th International Conference on Social Computing (SocialCom’12), IEEE Computer Society Press. Klein, M.C.A., Mogles, N., Wissen, A. van (2011) Why Won’t You Do What’s Good for You? Using Intelligent Support for Behavior Change. International Workshop on Human Behavior Understanding (HBU’11), Lecture Notes in Computer Science, vol. 7065, pp. 104-115. Springer Verlag. Wood, W. and Neal, D.T. (2007). A New Look at Habits and the Habit-Goal Interface. Psychol. Review 114, 843-863.