Marketing under conditions of chaos: Percolation metaphors and models

A new concept for the study of marketing phenomena is introduced. Derived from the area of statistical topology and central to the emerging theory of “chaos,” percolation describes a process of deterministic flow through a stochastic medium. Contrasted to diffusion, in which a random flow progresses through a deterministic medium, percolation is suggested as a useful metaphor for marketing management and as a more appropriate source of models for the study of consumer adoption processes. Examples and potential applications are given, and areas for future research are suggested.