Comparing technological hype cycles: Towards a theory

The notion of ‘hype’ is widely used and represents a tempting way to characterize developments in technological fields. The term appears in business as well as in academic domains. Consultancy firms offer technological hype cycle models to determine the state of development of technological fields in order to facilitate strategic investment decisions. In Science, Technology and Innovation Studies the concept of hype is considered in studies on the dynamics of expectations in innovation processes, which focuses on the performative force of expectations. What is still lacking is a theory of hype patterns that is able to explain the different shapes of hype cycles in different contexts. In this paper we take a first step towards closing this gap by studying and comparing the results of case studies on three hypes in three different empirical domains: voice over internet protocol (VoIP), gene therapy and high-temperature superconductivity. The cases differ in terms of the type of technology and the characteristics of the application environment. We conclude that hype patterns indeed vary a lot, and that the interplay of expectations at different levels affects the ability of a field to cope with hype and disappointment.

► Different hypes cycles in VoIP, gene therapy and high-temperature superconductivity.
► Hype cycles differ in length and complexity.
► Key variables are type of technology and application environment.
► Alignment and misalignment of levels of expectations determine hype outcome.