Question

Which of the following describes the degree to which a consumer perceives a new product as providing superior​ benefits? A. Relative advantage B. Trialability C. Compatibility D. Complexity E. Observability

Answer 1

Answer:

The correct answer is letter "A": Relative advantage.

Explanation:

American Professor E.M. Rogers (1931-2004) in his book "Diffusion of Innovation" (1962) defined Relative Advantage like the degree to which a consumer observes a new product enhanced than its substitute. Nowadays the concept of relative advantage denotes the degree in which customers perceive the benefits of a new product higher than existing competitors.

The adoption of new products will rely on the relative advantage they can provide to consumers.