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Diffusion of innovations in a marketing context Ouellet, Clement

Abstract

This study investigates the processes associated with the diffusion and adoption of an innovation. Work on diffusion by persons in fields other than marketing is reviewed along with some speculative discussion of the relevance of those studies to marketing. Various categories of adopters of innovations are identified and some indications given of how one differentiates between members of those several categories. One category of adopter, the influential, is examined in detail since influentials play an extremely important part in the successful introduction of new products and services. Finally, the results of an exploratory field study of the early phases of the adoption of the Touch-Tone Telephone are described and compared with earlier diffusion studies.

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