Abstract
In this study, it is assumed that phenomena of fashion and diffusion are formed by individual's discrete choices. The discrete choice is formulated as the LOGIT model. The model considers a cost of taking a fashion as well as effects of conformity and differentiation. The model is applied to the fashion and diffusion phenomena, and they are examined by numerical experiments. As a result, it is found that a ratio of taking the fashion increases monotonically, “monotonic diffusion,” without the differentiation effect. When there exist both conformity and differentiation, cycle or chaotic behavior of fashion also occurs in some cases. Which of monotonic increase, cycle, or chaotic behavior occurs depends on the cost of taking the fashion as well as conformity and differentiation.
