Toward a Theory of Innovation

The purpose of this article is to eliminate further conceptual obstacles to the develop ment of a workable theory of innovation and to move toward a better theoretic statement. The approach to overcoming the conceptual problems centers primarily around four ideas: (1) building a theory around the "innovation decision" as the unit of analysis, rather than either innovations or adopters: (2) lifting the level of general ity of independent variables so that a great deal of statistical interaction is avoided; (3) splitting the act of innovation into two stages, diffusion and adoption, to eliminate the confounding effects of time of awareness in studies of innovation; (4) introducing the idea of a "fair-trial point" into the conceptualization of innovation, solving sev eral additional problems at once.