A new medication to eliminate fungal growths on people's toenails may have a slow rate of adoption because it is not a highly visible item in homes. Also, this item is not often discussed among friends and coworkers. This is an example of how which characteristic can work to slow the adoption process?
A)relative advantage
B)observability
C)trialability
D)complexity

Question

Quizplus · Accepted Answer

Observability, which refers to the degree to which the benefits of a new product or service can be easily observed by others, may work to slow the adoption process in this case. Because toenail fungus is not a highly visible condition to others and may not be openly discussed, the benefits of the new medication may not be easily observable or known to potential adopters.

A New Medication to Eliminate Fungal Growths on People's Toenails