Warmth of food is associated with freshness in Chinese culture. In this culture, a marketer of cold pizza would face difficulties because of problems due to the lack of
a. adoption speed of the innovation.
b. compatibility with existing consumer values, norms, and behavior.
c. simplicity of the innovation so that consumers can easily make a first trial.
d. fungibility of the innovation.
e. socioeconomic status associated with this type of product or service.
Answer: B