Hype is a common term used by teenagers and young adults to describe the excitement they experience when they see something cool. It can be used in person, in text messages, and online.
Often, hype is accompanied by a sense of urgency. It can be associated with limited-edition products and is a common way for brands to generate sales. It also works by generating a sense of belonging for consumers who feel like they belong to the group that owns the product or item that is being promoted.
While hype can be a powerful tool for brands to generate sales, it is important not to overhype a product or event. This can create a lot of misunderstanding and dissonance among customers who are already aware of the product or event, and it could detract from the integrity of the brand.
One way to help distinguish hype from reality is to use the Gartner Hype Cycle methodology. This approach helps businesses assess the maturity of new technologies, their prospects for commercial adoption and where they fit into the larger market context.
The Hype Cycle is a graphic representation of the stages that a technology or application will go through, and it allows clients to make informed decisions about when and how to deploy new technologies. It provides a useful source of information for managing technology deployment within their business goals, as well as helping them to make better investments and avoid risk.
Using the Gartner Hype Cycle to evaluate technologies is a sound practice that can save companies time, money and resources in their technology selection process. It can also help them to identify emerging technologies that have the potential to become disruptive.
Many companies, including NIH, use a hype cycle to evaluate technologies and determine the degree of risk they are willing to take on when investing in them. The Gartner Hype Cycle is a method of assessing a technology or application’s maturity and potential to solve a specific business problem or exploit a new opportunity.
To assess changes over time in the use of hype adjectives, we examined the frequency of 139 abstract adjective forms in NIH abstracts from 1985 through 2020. The frequency of hype adjectives increased significantly over this period (P .05).
The use of hype adjectives increased from 72% in 1985 to 97% in 2020. The majority of this increase occurred in the intervening years.
The most frequent hype adjectives are novel, critical, key, and innovative. These words are considered by some to be subjective or promotional, and their inclusion in a grant application could undermine the objectivity of the author’s work.