Easingwood, Christopher J.; Mahajan, Vijay; Muller, Eitan
June 1983
Marketing Science;Summer83, Vol. 2 Issue 3, p273
Academic Journal
A nonuniform influence (NUI) innovation diffusion model for forecasting first adoptions of a new product is proposed. An extension of the Bass model, the proposed model overcomes three limitations of the existing single-adoption diffusion models. First, the current models generally assume that the word-of-mouth effect remains constant over the entire diffusion span. However, for most innovations, the word-of-mouth effect is likely to increase, decrease or remain constant over time. Second, the existing models assume that an innovation must attain its maximum penetration rate before capturing a prespecified level of potential market, for example, 50%. That is, they restrict the location of the inflection point for the diffusion curves. Third, the current models assume that the adoption patterns after and before the location of maximum penetration rate are mirror images of each other. That is, the diffusion curve is symmetric. By allowing the word-of-mouth effect to systematically vary over time, the proposed model allows the diffusion curve to be symmetrical as well as nonsymmetrical, with the point of inflection responding to the diffusion process. Data from five consumer durables are analyzed to illustrate the generality of the model.


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