Cet article présente une vue d'ensemble du processus de diffusion d'un produit nouveau et du concept d'innovativité, dans le cadre des biens de consommation. Il retrace l'évolution des apports théoriques et des contributions empiriques des trente dernières années, en mettant l'accent sur les efforts de modélisation du processus de diffusion, l'identification des facteurs liés au degré d'innovativité des acheteurs, l'opérationnalisation des variables, en soulignant l'importance d'approches intégratives faisant le lien entre les processus de diffusion et d'adoption.
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