PEMAND: Persona-Enriched Multi-Agent Negotiation for Household Decision-Making
Organizations: University of Florida
Abstract
Modeling household-level decisions is central to many real-world applications, including trip planning, residential mobility and migration, disaster management, etc. Existing studies primarily rely on classical machine learning models with limited predictive capacity, while recent LLM-based approaches have yet to incorporate behavioral theory or intra-household interaction dynamics, both of which are essential for modeling realistic household decisions. To address these limitations, we propose Persona-Enriched Multi-Agent Negotiation for household Decision-making (PEMAND), a novel LLM-based framework that integrates behavioral theory into individualized, household-aware persona modeling and simulates household-level decision-making through structured multi-agent negotiation. Specifically, PEMAND transforms static sociodemographic attributes into coherent narrative profiles that explicitly encode household-level attitudes, subjective norms, and perceived behavioral controls, following our proposed Household-Aware Chain-of-Planned-Behavior (HA-CoPB) framework. Building on these theory-grounded personas, PEMAND captures real-world household decision negotiation via a structured two-phase multi-agent conversation framework with a novel persona-alignment control mechanism. Evaluated on national and regional household decision datasets across two major domains, including travel behavior and residential mobility, PEMAND consistently outperforms state-of-the-art benchmarks.
Figures & tables
| Travel Domain (Regression) | Mobility Domain (Classification) | |||||||||||
| NHTS 2017 | Puget Sound 2023 | PSID 2021–2023 | ||||||||||
| Model | MAE | RMSE | sMAPE | Acc | MAE | RMSE | sMAPE | Acc | Acc | F1 | Prec | Rec |
| Traditional ML | ||||||||||||
| Linear / Logistic Reg. † | 3.34 | 4.52 | 51.00 | 0.40 | 2.83 | 3.86 | 58.54 | 0.58 | 0.69 | 0.55 | 0.47 | 0.67 |
| Random Forest | 3.16 | 4.36 | 51.74 | 0.43 | 2.75 | 3.74 | 57.17 | 0.59 | 0.72 | 0.51 | 0.51 | 0.51 |
| Gradient Boosting | 3.07 | 4.27 | 51.87 | 0.44 | 2.76 | 3.78 | 57.47 | 0.58 | 0.69 | 0.55 | 0.48 | 0.67 |
| Model | MAE | RMSE | sMAPE | Acc |
|---|---|---|---|---|
| Init. Proposal w/o SFT | 3.70 | 5.32 | 63.44 | 0.51 |
| Init. Proposal w/ SFT | 3.10 | 4.47 | 57.90 | 0.56 |
| Refinement w/o RL & Moderator | 3.05 | 4.32 | 56.02 | 0.58 |
| Refinement w/o RL | 2.59 | 3.91 | 53.80 | 0.64 |
| Consensus Refinement | 1.99 | 3.25 | 47.92 | 0.78 |
Appendix figures & tables13 assets
Supplementary material from the paper’s appendix.
Appendix
| Variable Type | Code / Value | Meaning |
|---|---|---|
| Binary | 0 | No |
| Binary | 1 | Yes |
| Frequency | 01 | Never |
| Frequency | 02 | A few times a year |
| Frequency | 03 | A few times a month |
| Frequency | 04 | A few times a week |
| Llama-3.1-8B-Instruct | Gemma-3-27b-it | GPT-5_4-mini | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Method | MAE | RMSE | sMAPE | Acc | MAE | RMSE | sMAPE | Acc | MAE | RMSE | sMAPE | Acc |
| Demographics-only | 3.31 | 5.10 | 61.75 | 0.54 | 2.83 | 4.19 | 55.63 | 0.58 | 2.98 | 4.23 | 56.47 | 0.55 |
| Persona | 2.89 | 3.99 | 59.52 | 0.56 | 3.33 | 5.37 | 62.99 | 0.55 | 3.09 | 4.25 | 56.13 | 0.53 |
| RAG | 5.01 | 6.60 | 76.49 | 0.35 | 3.93 | 5.43 | 66.85 | 0.43 | 3.46 | 4.71 | 60.61 | 0.47 |
| Self-consistency | 2.89 | 4.04 | 58.30 | 0.57 | 3.01 | 4.27 | 61.70 | 0.55 | 2.91 | 4.07 | 54.34 | 0.57 |
| PEMAND w/o ReST | 2.59 | 3.91 | 53.80 | 0.64 | 2.41 | 3.64 | 49.54 | 0.68 | 2.32 | 3.78 | 47.87 | 0.63 |
| Placeholder | Travel Domain (NHTS/Puget) | Mobility Domain (PSID) |
|---|---|---|
| <target decision> | Total daily trip frequency | Relocated between 2021–2023 |
| <shared constraints> | Vehicle deficit/bottlenecks | Homeownership lock-in |
| <agent role> | Travel Diary Participant | Head of Household/Spouse |
| <output format> | Integer (e.g., 4) | Boolean (True/False) |
| Variable | Raw Code Example | Natural Language Mapping |
|---|---|---|
| Demographics | ||
| R_AGE_IMP | "I am 34 years old." | |
| R_SEX_IMP | (Male), (Female) | "I am a man/woman." (uses "boy/girl" if Age ) |
| EDUC | (Grad Degree) | "I have a graduate or professional degree." |
| HHFAMINC | ( >\200k$ ) | "My household income is $200,000 or more." |
| Household |
| Variable | Raw Code Example | Natural Language Mapping |
|---|---|---|
| Demographics | ||
| AGE | "I am a 45-year-old man/woman." | |
| EMPLOYMENT_STATUS | (Temporarily laid off) | "Regarding employment, I am temporarily laid off." |
| DEGREE_TYPE | (Bachelor’s) | "My highest degree is a bachelor’s degree." |
| Household | ||
| RELATION_TO_HEAD | (Reference Person) | "I am the reference person (head) of this household." |
| Domain | Construct | Narrative Statement | HA-CoPB Implication |
|---|---|---|---|
| Travel | Tech-Savvy | "Learning new technologies is often frustrating for me. (Reverse)" | High PBC for app-based mobility and e-shopping substitution. |
| Travel | Polychronic | "I prefer to do one thing at a time. (Reverse)" | Tolerance for longer transit/ride-hail trips if productive; justifies complex trip chaining. |
| Travel | Materialistic | "I enjoy having a lot of luxury things." | Vehicle Preference: Correlates with private vehicle usage and higher discretionary shopping generation. |
| Travel | Pro-Car | "I like the idea of driving as a means of travel." | Resistance to mode switching; high utility for driving. |
| Travel | Pro-Transit | "I like the idea of public transit as a means of travel." | Increases probability of transit usage if PBC allows. |
| Travel | Wait Tolerant | "The trip itself is a waste of time. (Reverse)" | Lower disutility of travel time; longer commute acceptance. |
| Travel Domain (NHTS) | Mobility Domain (PSID) | |||||
| Metric | Health | Price | Place | Food Afford. | Life Sat. | K6 Distress |
| Accuracy (Exact) | 38.1% | 26.2% | 27.7% | 71.0% | 41.4% | 47.9% |
| Accuracy ( ) | 85.0% | 64.3% | 73.4% | 94.7% | 88.4% | 87.7% |
| MAE | 0.80 | 1.32 | 1.07 | 0.34 | 0.71 | 0.69 |
| QWK (Kappa) | 0.29 | 0.02 | 0.03 | 0.11 | 0.18 | 0.18 |
| Wasserstein ( ) | 0.47 | 0.86 | 0.28 | 0.12 | 0.26 | 0.33 |
| Travel (Puget Sound) | Mobility (PSID) | |||||
| Dimension | Human | LLM (Before) | LLM (After) | Human | LLM (Before) | LLM (After) |
| QWK | QWK | QWK | QWK | QWK | QWK | |
| Persona Consistency | 0.446 | 0.133 | 0.450 | 0.847 | 0.139 | 0.490 |
| Constraint Adherence | 0.626 | 0.188 | 0.533 | 0.517 | 0.162 | 0.471 |
| Interaction Validity | 0.491 | 0.272 | 0.527 | 0.500 | 0.236 | 0.538 |
| Decision Quality | 0.845 | 0.506 | 0.749 | 0.729 | 0.460 | 0.648 |
| Variable | Description |
|---|---|
| HHVEHCNT* | Number of vehicles in household |
| HHFAMINC* | Household income category |
| HOMEOWN* | Home ownership status |
| URBRUR | Urban vs rural household location |
| RAIL | Rail availability in household area |
| TRAVDAY | Travel day type (weekday vs weekend) |
| Variable | Description |
|---|---|
| HHSIZE | Household size |
| NUM_CHILDREN_FU | Number of children in the family unit |
| AGE_YOUNGEST_CHILD | Age of the youngest child in the household |
| MARITAL_STATUS* | Marital status of the reference person |
| HOMEOWN* | Home ownership or housing tenure status |
| STATE_FIPS* | State location code |
Human Behavior Simulation
Human behavior simulation models how individuals and groups decide, interact, move, and adapt in social, economic, educational, and physical settings.
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