Title

Determination of Adopter Categories by Using Innovation Diffusion Models

Publication Type

Journal Article

Version

Publisher’s Version

Publication Date

2-1990

Abstract

Using the analytical logic underlying the classical adopter categorization approach proposed by Rogers, the authors suggest that adopter categories for a product innovation can also be developed by using their well-established diffusion models such as the Bass model. With data on 11 consumer durable products, they compare adopter categories generated by the classical approach and the Bass diffusion model, respectively. An application examining the diffusion of personal computers is documented to illustrate the usefulness of the adopter categorization based on the Bass diffusion model in studying differences among adopter categories.

Discipline

Marketing | Technology and Innovation

Research Areas

Marketing

Publication

Journal of Marketing Research

Volume

27

Issue

1

First Page

37

Last Page

50

ISSN

0022-2437

Identifier

10.2307/3172549

Publisher

American Marketing Association