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Conspicuous diffusion: theorizing how status drives innovation in electric mobility
journal contribution
posted on 2023-06-09, 16:02 authored by Lance Noel, Benjamin SovacoolBenjamin Sovacool, Gerardo Zarazua de Rubens, Johannes KesterThis 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.
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Publication status
- Published
File Version
- Accepted version
Journal
Environmental Innovation and Societal TransitionsISSN
2210-4224Publisher
ElsevierExternal DOI
Department affiliated with
- SPRU - Science Policy Research Unit Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2018-11-29First Open Access (FOA) Date
2019-11-30First Compliant Deposit (FCD) Date
2018-11-28Usage metrics
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