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Sidestep and Twist by James Gardner

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S-CURVES AND THE PSYCHOLOGY OF DEMAND

For an answer, we need to examine how new ideas spread. Many people mistakenly believe people adopt new ideas the moment they hear about them. According to this thinking, information about something new arrives, maybe from a mass-market campaign on television or print media, and potential adopters make a value judgement for themselves about whether there is any point in trying it for themselves. This is the model that drives much modern day marketing.

Campaigns are started to get messages to as many people as possible, often using mass media or other one-to-many mechanisms. Slightly more sophisticated approaches target specific demographics, industries, or interest groups in the hope of ensuring the messages ...

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