Diffusion of innovations

Christian Pescher, Gerard J. Tellis · 2019 · Diffusion fundamentals.

Summary. This review of 200 publications on innovation diffusion over 50 years reveals that research heavily focuses on consumer durables (70%) rather than cultural products or B2B goods. Functional products diffuse downward from wealthy to lower-income groups, driven by price and affordability. Cultural products follow the opposite pattern, spreading upward from lower to upper classes through identity formation and status signaling. The authors develop a theory of reverse diffusion to explain how cultural innovations spread differently than functional ones.

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Pescher, C., & Tellis, G. J.. (2019). Diffusion of innovations. Diffusion fundamentals.. https://doi.org/10.62721/diffusion-fundamentals.32.1058

@article{pescher-2019-diffusion-innovations,
  title   = {Diffusion of innovations},
  author  = {Christian Pescher and Gerard J. Tellis},
  journal = {Diffusion fundamentals.},
  year    = {2019},
  doi     = {10.62721/diffusion-fundamentals.32.1058},
  url     = {https://doi.org/10.62721/diffusion-fundamentals.32.1058}
}

TY  - JOUR
TI  - Diffusion of innovations
AU  - Christian Pescher
AU  - Gerard J. Tellis
JO  - Diffusion fundamentals.
PY  - 2019
DO  - 10.62721/diffusion-fundamentals.32.1058
UR  - https://doi.org/10.62721/diffusion-fundamentals.32.1058
ER  -

Details

DOI: 10.62721/diffusion-fundamentals.32.1058
Categories: innovation-theory, general-innovation
Added: 2026-04-28