Glossary/Strategy & Frameworks/Bass Diffusion Model
Strategy & Frameworks
Bass Diffusion Model
Frank Bass's 1969 forecasting model predicting new-product adoption from innovation (external influence) and imitation (word-of-mouth) coefficients.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
The Bass Diffusion Model is Frank Bass's 1969 forecasting model that predicts new-product adoption using two coefficients: innovation, reflecting external influence such as advertising, and imitation, reflecting word of mouth. It produces the familiar S-shaped adoption curve and is used to forecast sales of new technologies and durable goods before much data exists.