The impact of anticonformity on the diffusion of innovation -- insights from the q-voter model

Abstract

Anticonformity, behaving in deliberate opposition to the group of influence, has long been recognized as a distinct social response, differing both from conformity and from independence. While often treated as a source of noise or contrarianism, anticonformity can play a constructive role in social dynamics by counterbalancing majority pressure and influencing collective outcomes. Recently, it was shown in laboratory experiments that evaluation may induce strategic anticonformity when rewards are anticipated. Moreover, using agent-based modeling, it has been demonstrated that anticonformity can depolarize highly polarized social groups and prevent social hysteresis. These findings encouraged us to extend the q-voter model with asymmetric independence, an agent-based model of the diffusion of innovation, by introducing anticonformity, so that agents can act independently, follow the group, or oppose it. Using a mean-field approximation (MFA), we investigate how these behavioral tendencies influence the diffusion of innovation. Our results show that anticonformists can accelerate early adoption and enable successful diffusion even in cases where diffusion would otherwise fail. The model exhibits two stable adoption levels separated by an unstable branch, giving rise to hysteresis and a critical mass effect. We also demonstrate that increasing independence lowers the threshold of anticonformity needed for widespread adoption. These results highlight how anticonformist behavior can facilitate innovation diffusion, with practical implications for decision-makers and policy design.