Figure 1 shows the black box of value in the context of innovation theory. Value sits between the innovators creation of an innovation, and the process of diffusion of innovation. I argue consumer value acts as a hurdle to diffusion (see Section 6.3, Proposition 1).
Proposition 1. Value drives consumer action. Consumers adopt new technology when they see value.
Figure 1: What is consumer value? This thesis opens the black box of consumer value.