MIMO & PAR Tokens Explained: Are they really innovative and how likely is mass adoption?
Sociologist and communication theorist Everett Rogers came up with the Diffusion of Innovation Theory in 1962. The thesis describes the spread of a new invention in a social system. Marketers use the Diffusion of Innovation Theory to anticipate the market’s reaction to a new service or product.
At the heart of the concept is the fact that mass adoption is not an overnight phenomenon. Rather, it is a product of time, communication channels, perceptions and the social systems at play. These factors determine the failure or success rate of a new product.