Table 1. Five attributes that can affect diffusion^*.

Attribute	Description
Relative Advantage	The degree to which an innovation is perceived as being better than the idea it supersedes.
Compatibility	The degree to which an innovation is perceived as consistent with the existing values, past experiences, and needs of the potential adopter.
Complexity	The degree to which an innovation is perceived as relatively difficult to understand and use.
Trialability	The ability for the innovation to be tried or used in a test mode on a small scale.
Observability	The ability for the outcome of an innovation to be observed and measured easily by others.

^*Source: Rogers.⁵