Which attribute is defined as the extent to which the adopter must commit to full adoption?

Which attribute is defined as the extent to which the adopter must commit to full adoption?

• A. Relative advantage
• B. Observability
• C. Trialability
• D. Complexity

Answer: (C)

Trialability is about how easily an innovation can be tried on a limited basis before making a full commitment. When an adopter can experiment with a new approach in a small pilot or for a short period, the required commitment to full adoption is lower. The more that an option can be tested with limited risk, the greater its trialability, and the easier it is for someone to decide to adopt more broadly. In contrast, relative advantage is about whether the new approach is better than what’s currently used, observability is about how visible the results are to others, and complexity is about how hard it is to use.

Trialability is about how easily an innovation can be tried on a limited basis before making a full commitment. When an adopter can experiment with a new approach in a small pilot or for a short period, the required commitment to full adoption is lower. The more that an option can be tested with limited risk, the greater its trialability, and the easier it is for someone to decide to adopt more broadly. In contrast, relative advantage is about whether the new approach is better than what’s currently used, observability is about how visible the results are to others, and complexity is about how hard it is to use.