Endnotes

¹ This chapter has benefited from the comments from my advisors, Professor Hirokazu Takada of Baruch College and Professor Dipak Jain, Dean of Kellogg School of Management, Northwestern University, and the discussions with Professor John Deighton and Professor Venkatesh Shankar in the 2003 AMA Sheth Foundation Doctoral Consortium.

² The Bass Model is a descriptive and predictive model classified as semi-behavioral (Leeflang et al., 2000). It is not a causal model per se . The behavioral assumptions are explicit. Particularly relevant to this chapter is the fact that the behavioral assumption of one social system is assumed to be relatively constant through time as suggested by Weber (1946) on the foundation of sociology. In the context of this chapter empirically anchoring on the Bass Model, the strong factor that could possibly change the diffusion pattern across time within one social system is the marketing communication process that affects the coefficients of innovation, p , and imitation , q . Subsequent model such as the Generalized Bass Model (1994) includes the effect of marketing mix in the diffusion process and concludes that when advertising rate of increase and price decrease are both constant, the measurement reduces to the original Bass Model.