How to be loyal, rich and have fun too: the fun is yet to comeHow To Be Loyal, Rich And Have Fun Too: The Fun Is Yet To Come 1

Our paper presents a model that has been elaborated to synthesize the first results of a field study. The study is led at the Marseilles wholesale fruits and vegetables wholesale market, which represents one of the main hubs of supply for retailers. All transactions take place through one-to-one interactions between retailers and whole sellers. Information about prices and quantities can be acquired through interactions linked to transactions, as well as from relations with other retailers or friendly wholesale sellers. Being regularly on the market, each participant has a set of regular relations that enables them to have either regular and trustful interactions or to choose a typically market-oriented search of their products. The time each retailer has on the market is very important to determine its attitude, its ability to reproduce its network, either as a calculative attitude or just to add pleasure to its work. In this paper, the model enables us to stress the importance of the use of time for two populations of retailers: faithful ones and selfish ones. The impact on diffusion is evaluated in relation to shortages and destructions of goods that indicate a bad circulation of information in the market.