Over the hill? Exploring the other side of the Rogers' innovation diffusion model from a consumer and business model perspective

摘要

The Rogers model of innovation diffusion, first proposed in 1962, has long featured in accounts of the penetration of new product technologies into society. The contention in this paper is that this model is in fact only half complete, for it deals exclusively with the uptake of new technologies rather than their retention or abandonment. Taking the Rogers model as a point of departure, this paper seeks to draw on the literature on nostalgia to characterize consumers who retain a specific technological artefact in the form of the car, then identify business models designed for those consumers.