New Product Diffusion in An Ambiguous

Abstract

While our understanding of innovation diffusion has improved over time, one contemporary marketplace variable remains relatively unexplored- the impact of countervailing information on the diffusion process. Countervailing information is defined as dyadically opposed information or messages and is operationalized in this paper in the form of negative information followed by refutation of that negative information. The same communication technology that enables firms to broadcast positive-based advertisements to consumers also enables product detractors (e.g., consumer advocacy groups, protesters, government agencies) to broadcast negative claims via the mass media channels.