In this article we simplify and apply our 1978 contingency model of adoption, in the simplified model, an individual's predisposition to innovate is modified by socially transmitted messages about the innovation, as well as by other situation specific factors. This model is used to make predictions about the future behavior of a sample of consumers that are tested with data collected during the diffusion of six innovations. While our findings support the model, especially with respect to the role of innovative individuals, they also demonstrate the need to develop explanations of rejection.
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Midgley et al. (1993) studied this question.
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