Examines a new addition to thinking on adoption and diffusion of service innovations – the Cultural Anchoring Diffusion/Assimilation Model. Suggests that certain service innovations may encourage a type of psychological dependence that leads an individual′s self‐concept to become linked to...

Discusses the adoption and diffusion of product innovations among consumers. Examines the Cultural Anchoring model of diffusion, which comprises five sub‐areas: innovation process, trial/adoption process, diffusion process, assimilation/cultural anchoring, and aftermath. Surmises that certain...