Population: Each simulation starts with a population containing a single adopter. Adoption Probability: The probability of a person who hasn't yet adopted a technology adopting it after the technology has been advertised to them. Advertisement: The number of people an adopter tells about the technology over a unit of time. These people may or may not have already adopted the technology. Example: There are 100 adopters in a population of 1000. Adoption Probability is 0.5 and Advertistment is 1. Over the next unit of time, 100 people will be advertised to, 90 of whom will not yet have adopted the technology (because adopters make up 10% of the population). Of those 90, 45 will adopt the technology. Afterward, the number of adopters will stand at 145.