| Abstract: | This study demonstrates that exponential modeling applies to the diffusion of foods. By using per capita data rather than gross consumption data, we show that this exponential process is not an artifact of a simultaneous population increase. However, whereas previous researchers predict that use diffusion continues indefinitely though at decreasing rates from one time period to the next, the present study demonstrates that it can end or even reverse, as well as attenuate. The extension of reinforcement theory in psychology to “social learning” theory is rejected as an explanation of this change, and the alternative “technological substitution” model is discussed. |
