First, the creativeness of adopters during the diffusion process must be taken into account. This point is illustrated by the idea of negotiating meaning during this process, taken from Cultural Studies. In addition, Social Learning Theory conceptualizes the imitation of modeled behavior as a creative act, tailoring the imitation of the modeled behavior to the specific circumstances. The MPA model models this idea and differentiates the original binary decision (adoption versus rejection) to a variety of possible forms of actually using an innovation, thereby addressing Rogers’ (2003, p. 181) suggestion to investigate “adoption at the implementation stage, as change that has really happened.”