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The basic model with respect to new product diffusion, the Bass Model, was first proposed in 1969. Over time, the model has been widely adapted and tested against other variables such as price and advertising. In general, the Bass Model has been found to hold against a wide range of other such influences. New products are adopted first new adopters (innovators) and then by imitators of those innovators. The Bass Model has therefore become the cornerstone of research on new product introductions (Bass, 1969 & 2004)

Later research broke down the adoption process into two key areas awareness and adoption. The role of the opinion leader is critical, as understood by the epidemic analogy. The new product must be adopted early, and then it will spread through the rest of the marketplace. Awareness is critical to both the early adoption and then to the spread. Kalish (1986) analyzes awareness in the context of advertising and adoption in the context of price. His work found that awareness allows early adopters to purchase the product. As those early adopters diffuse information about the product, they thereby reduce the risk to other consumers. This in turn allows the company to charge

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