In the context of the rate of adoption, relative advantage is defined as the degree to which:
a.
a new product is consistent with existing values and product knowledge, past experiences, and current needs.
b.
a product can be tried on a limited basis.
c.
a product is perceived as superior to existing substitutes.
d.
the benefits of using a product can be communicated to target customers.
Answer: c.
a product is perceived as superior to existing substitutes.