The Bass Model of Diffusion: Recommendations for Use in Information Systems Research and Practice

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The Bass model (TBM), first introduced in 1969, has been used in several fields including sociology, economics, marketing, and communication studies to understand diffusion of products and innovations, but has received limited attention in information systems (IS) research and practice. TBM views diffusion as occurring through a combination of innovation (p) and imitation (q). Innovation and imitation describe the extents to which influences external to the population and influences internal to the population respectively affect diffusion. To encourage and enable greater use of TBM in IS research and practice, we describe an application process for using TBM and illustrate potential applications of TBM.