“…The diffusion effect refers to the time delay in adopting an innovative product because that an innovation is first adopted by a (usually initially small) segment of individuals, while the majority of the people delay their choice until the product will be widespread in the market. There are several reasons why the majority does not adopt the new product immediately: There is a vast literature in marketing that deals, for example, with the problem of brand loyalty (Erciş, € Unal, Candan, & Yıldırım, 2012;Vlachos & Lin, 2014;Carreira, Patrıcio, Natal Jorge, & Magee, 2014;Hoang-Tung, Kojima, & Kubota, 2014;Akamavi, Mohamed, Pellmann, & Xu, 2015), because individuals tend to prefer the product to which they are used to. In the same vein, several studies mainly in mode choice context have provided evidence that the probability of choosing new alternatives is often affected by inertia and habit.…”