Question

Which one of the following attributes of the innovation is perceived by the members of social system is negatively related to its rate of adoption?

• A. Complexity
• B. Compatibility
• C. Trialability
• D. Observability

Hint:

Four out of the five attributes of an innovation are positively related to adoption. Only Complexity has a negative relationship, as harder-to-use ideas are adopted more slowly.

Answer 1

The Correct Option is A

Step 1: Understanding the Concept:
According to Rogers, the perceived attributes of an innovation determine between 49% and 87% of the variance in its rate of adoption.
These five attributes are relative advantage, compatibility, complexity, trialability, and observability.

Step 3: Detailed Explanation:
Let us analyze how each attribute affects the rate of adoption:
Relative Advantage: The degree to which an innovation is perceived as better than the idea it supersedes. This is positively related to the rate of adoption.
Compatibility: The degree to which an innovation is perceived as consistent with existing values, past experiences, and needs of potential adopters. This is positively related to the rate of adoption.
Complexity: The degree to which an innovation is perceived as relatively difficult to understand and use. Innovations that are complex require more cognitive effort and skill acquisition, which acts as a barrier to rapid adoption. Thus, complexity is negatively related to the rate of adoption.
Trialability: The degree to which an innovation may be experimented with on a limited basis. This is positively related to the rate of adoption.
Observability: The degree to which the results of an innovation are visible to others. This is positively related to the rate of adoption.

Step 4: Final Answer:
Complexity is the only attribute of an innovation that is negatively related to its rate of adoption, corresponding to option (A).