Advertising, consensus, and ageing in multilayer Sznajd model

TL;DR

This paper extends the Sznajd consensus model to multiple layers representing different age groups, examining the effects of advertising on achieving consensus across all layers.

Contribution

It introduces a multilayer generalization of the Sznajd model and analyzes how advertising influences consensus formation across age layers.

Findings

Consensus is achievable across layers under certain conditions.

Advertising can promote consensus but does not always succeed.

Multilayer structure affects the dynamics of opinion spreading.

Abstract

In the Sznajd consensus model on the square lattice, two people who agree in their opinions convince their neighbours of this opinion. We generalize it to many layers representing many age levels, and check if still a consensus among all layers is possible. Advertising sometimes but not always produces a consensus on the advertised opinion.