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Bass Model

Part 5. Product Innovation and Management

  1. Christophe Van den Bulte

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05030

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Van den Bulte, C. 2010. Bass Model. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. University of Pennsylvania, Philadelphia, PA, USA

Publication History

  1. Published Online: 15 DEC 2010


The Bass model is a mathematical model of new-product diffusion. It captures, in a mathematical equation, how the numbers of people, households, or firms that have adopted a new product or technology increase over time. The model represents diffusion as being driven by two forces: a tendency to adopt independently from others, and imitation of previous adopters, the latter force also being referred to as word of mouth, social contagion, or endogenous feedback. The model is used to predict future adoptions or first-time purchases. It is also used to describe diffusion patterns and how they vary across products, industries, or countries. When extended with marketing decision variables such as price or advertising, the model is also used to provide advice on how the marketing mix should change over time to maximize profits.


  • Bass model;
  • diffusion of innovations;
  • innovation;
  • new products;
  • social contagion;
  • word of mouth