Consumers who do not purchase an innovation because they don't understand how it works would view the innovation as having:
A) low perceived compatibility.
B) low communicability.
C) low trialability.
D) high complexity.

Question

Quizplus · Accepted Answer

Complexity refers to the level of difficulty or confusion consumers experience when trying to understand how to use the innovation. If consumers do not understand how an innovation works, they are likely to perceive it as complex and therefore may choose not to purchase it.

Consumers Who Do Not Purchase an Innovation Because They Don't