Fad-like technology adoption as a social action

Abstract

When technology adoption takes on fad-like characteristics, large swings in demand and expectations for the technology result. Companies can see revenues skyrocket, only to fall just as fast without understanding the dynamics of the consumer adoption decision process. In this paper, we present a model for fad-like technology adoption built upon Rogers' technology adoption lifecycle, to which we add the theory of information cascades and adopter thresholds. Adopter behaviour in each stage of the lifecycle may be individualistic or holistic, as suggested by the theories of Watkins and Durkheim. Macro (product) and micro (adopting user) level case analyses of the adoption of the Apple iPhoneTM illustrate the application of the model and the individual and holistic social actions of fad-like technology adoption. The paper closes with advice for consumer technology companies and a call for further study of industry and consumer factors that complicate the interpretation and prediction of adoption lifecycle activity.