Cultural heterogeneity constrains diffusion of innovations

Abstract

Rogers' diffusion of innovations theory asserts that the cultural similarity among individuals plays a crucial role on the acceptance of an innovation in a community. However, most studies on the diffusion of innovations have relied on epidemic-like models where the individuals have no preference on whom they interact with. Here, we use an agent-based model to study the diffusion of innovations in a community of synthetic heterogeneous agents whose interaction preferences depend on their cultural similarity. The community heterogeneity and the agents' interaction preferences are described by Axelrod's model, whereas the diffusion of innovations is described by a variant of the Daley and Kendall model of rumour propagation. The interplay between the social dynamics and the spreading of the innovation is controlled by the parameter , which yields the probability that the agent engages in social interaction or attempts to spread the innovation. Our findings support Roger's empirical observations that cultural heterogeneity curbs the diffusion of innovations.