Chapter 8 New-product diffusion models

Abstract

This chapter describes the contributions of management and marketing science literature to the cumulative understanding of the dynamics of innovation diffusion. As a theory of communications, diffusion theory's main focus is on communication channels. Communication channels are the means by which information about an innovation is transmitted to or within the social system. These means consist of both the mass media and interpersonal communication channels. Individual members of a social system have different propensities for relying on mass media or interpersonal channels for seeking information about the innovation. Interpersonal communication, including nonverbal observations, is important influences in determining the speed and shape of the diffusion process in a social system.