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Conspicuous diffusion: theorizing how status drives innovation in electric mobility

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posted on 2023-06-09, 16:02 authored by Lance Noel, Benjamin SovacoolBenjamin Sovacool, Gerardo Zarazua de Rubens, Johannes Kester
This paper explores how conceptions of luxury and status affect the manner in which a relatively novel technology—an electric vehicle— diffuses across societies. To do so, it combines Veblen’s notion of conspicuous consumption and Roger’s diffusion of innovation by proposing a new theoretical variation, which we term “conspicuous diffusion.” The paper sketches natural connections between the two theories, namely how conspicuous consumption relates to technological and societal development, and how diffusion of innovation is intrinsically connected to status. In combining these approaches, we hypothesize that the success of an innovation is guided by its adherence to the canons of conspicuousness and conspicuous value, which it loses as the innovation diffuses across the population. To illustrate the explanatory power of conspicuous diffusion, we examine the status of electric vehicles in the Nordic region, based on original data from multiple methods, including expert interviews and focus groups. We find that conspicuous diffusion can explain previous failures and current successes of electric vehicle diffusion patterns. The paper concludes with recommendations for policymakers, industry, and academia.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Environmental Innovation and Societal Transitions

ISSN

2210-4224

Publisher

Elsevier

Department affiliated with

  • SPRU - Science Policy Research Unit Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2018-11-29

First Open Access (FOA) Date

2019-11-30

First Compliant Deposit (FCD) Date

2018-11-28

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