(Choose 1 answer)
A manufacturer of personal care products tried unsuccessfully to introduce a cream hair remover for men as a substitute for razors and shaving cream. This formulation was similar to what many women use to remove hair from their legs. Although the product was simple and convenient to use, it failed because men were not interested in a product they perceived to be too feminine and thus a threat to their masculine self-concepts.The example illustrates the attribute of of an innovation that marketers need to pay attention if they expect the innovation to hit the market.
A. Complexity
B. Relative advantage
C. Divisibility
D. Compatibility
