Relative Advantage

• The initial cost may affect adoption rate. Adoption rates are often accelerated as prices go down. The VCR cost $1,200 in 1980 and $50 in 2002.
• The desire to gain social status motivates many to adopt an innovation.Clothing fashions, cars, and hairstyles are good examples.
• Relative advantage is an important part of message content as individuals seek information in order to decrease uncertainty about relative advantage.

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