Bulte, C. van den; Stremersch, S. - Erasmus Research Institute of Management (ERIM), ERIM … - 2003
Marketing researchers often assume that innovation diffusion is affected by social contagion. However, there is increasing skepticism about the importance of contagion and, as has long been known, S-shaped diffusion curves can also result from heterogeneity in the propensity to adopt. To gain...