Chase and Flight: New Product Diusion with Social Attraction and Repulsion

pattern where the elite starts disadopting once the product or practice has become too popular with the outsiders emulating it. We present a mathematical model of new product diusion featuring asymmetric attraction and repulsion between customer segments and provide an analytical and visual characterization of the chase-and-ight diusion dynamics. We identify potential equilibrium outcomes and specify conditions under which the product can achieve full market potential in both market segments. We also identify which early diusion trajectories are likely to lead to complete acceptance by both segments versus complete rejection by one segment. Finally, we provide insights into the eectiveness of several marketing policies to counter the repulsion eect. A number of accepted notions about optimal

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