Bass Theory

Bass Theory, formulated by Frank Bass, is a model used to understand how new products and ideas spread through a population over time. It describes two main groups of people: "innovators," who are the first to adopt something new, and "imitators," who follow after seeing others adopt it. The model uses a bell curve to illustrate this diffusion process, capturing how an innovation gains traction and becomes popular. By analyzing these adoption patterns, businesses and researchers can predict how quickly a product will sell and inform their marketing strategies effectively.