Simulation modeling is useful to understand the mechanisms of the diffusion of innovations, which can be used for forecasting the future of innovations. This study aims to make the identification of such mechanisms less costly in time and labor. We present an approach that automates the generation of diffusion models by: (1) preprocessing of empirical data on the diffusion of a specific innovation, taken out by the user; (2) testing variations of agent-based models for their capability of explaining the data; (3) assessing interventions for their potential to influence the spreading of the innovation. We present a working software implementation of this procedure and apply it to the diffusion of water-saving showerheads. The presented procedure successfully generated simulation models that explained diffusion data. This progresses agent-based modeling methodologically by enabling detailed modeling at relative simplicity for users. This widens the circle of persons that can use simulation to shape innovation.

Feedback devices can be used to inform households about their energy-consumption behavior. This may persuade them to practice energy conservation. The use of feedback devices can also—via word of mouth—spread among households and thereby support the spread of the incentivized behavior, e.g. energy-efficient heating behavior. This study investigates how to manage the impact of these environmental innovations via marketing. Marketing activities can support the diffusion of devices. This study aims to identify the most effective strategies of marketing feedback devices. We did this by adapting an agent-based model to simulate the roll-out of a novel feedback technology and heating behavior within households in a virtual city. The most promising marketing strategies were simulated and their impacts were analyzed. We found it particularly effective to lend out feedback devices to consumers, followed by leveraging the social influence of well-connected individuals, and giving away the first few feedback devices for free. Making households aware of the possibility of purchasing feedback devices was found to be least effective. However, making households aware proved to be most cost-efficient. This study shows that actively managing the roll-out of feedback devices can increase their impacts on energy-conservation both effectively and cost-efficiently.