Three new concepts in innovation diffusion are presented and demonstrated: (1) the attribute matrix, a description of both innovator perceptions and portrayals, as well as the perceptions of potential adopters about the identified characteristics of an innovation; (2) the innovation profile, a composite description of innovators' perceptions and communications about their innovations, and the perception of potential adopters about the innovations; and (3) the potential for adoption rating, or PAR score, a single number representing the likelihood that any one innovation will be adopted.