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Influences on the Rate of Adoption of New Products

Divisibility

Can the innovation

be used on a

trial basis?

Compatibility

Does the innovation

fit the values and

experience of the

target market?

Complexity

Is the innovation

difficult to

understand or use?

Relative Advantage

Is the innovation superior to existing products?

Communicability

Can results be easily observed or described

to others?

Product

Characteristics

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