A theory of innovation diffusion: a simulation study

Authors

Chiquan Guo, The University of Texas Rio Grande ValleyFollow
Sudipto Sarkar, Frostburg State University
Sergio Garcia, The University of Texas Rio Grande ValleyFollow
Russell Adams, The University of Texas Rio Grande ValleyFollow

Document Type

Article

Publication Date

7-27-2024

Abstract

This study uses the agent-based modeling technique to discover propositions on innovation diffusion that are empirically testable. It finds the adoption rate is positively related to (1) the size of the population, (2) the degree of heterogeneity in consumer learning in the population, (3) the degree of heterogeneity in consumer innovativeness in the population, and (4) the fit-in- desire in the population for innovation. This research adds insights to the innovation diffusion literature and lays the groundwork for future empirical research.

Comments

Read published version freely via: https://www.tandfonline.com/share/J5H6HB66GEZHGJ7KQTEX?target=10.1080/10696679.2024.2380717

Recommended Citation

Guo, C., Sarkar, S., Garcia, S., & Adams, R. (2024). A theory of innovation diffusion: a simulation study. Journal of Marketing Theory and Practice, 1–23. https://doi.org/10.1080/10696679.2024.2380717

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Publication Title

Journal of Marketing Theory and Practice

DOI

https://doi.org/10.1080/10696679.2024.2380717