This chapter provides an overview of the fundamental principles of agent-based modeling (ABM), with a particular emphasis on seminal works that have shaped the field. The initial focus is on two influential models: Schelling’s segregation model [138] and Axelrod’s cultural dissemination model [7, 8]. Furthermore, we examine the evolution of agents’ decision-making rules through empirical learning, particularly referencing studies that integrate evolutionary algorithms with ABM [6, 115]. We conclude with a brief overview of the applications of ABM in marketing science.