Therefore, the more complicated an innovation is, the less cases of adoption occur, and the slower the diffusion process is. Triability People will be more willing to accept a new idea if they can literally try it to observe and evaluate the results. Because by doing so, they will be able to limit the risk of facing unfavorable outcomes. This is the reason why marketers offer consumers taste samples or small packages of trial products before the real launching of new products. Whether or not the results of adopting an innovation is visible to the adopter and people around will affect the diffusion process.
Celebrity endorsement is used in advertising as means to augment the visibility of new products.
Other determining factors influencing diffusion of innovations include the communication skills of the message sender, the decision making processing systems of individuals, clutters and interruptions in the communication process, social norms and values, and connections among people. The innovation message is perceived differently according to the channel of communication and the source of information. These also determine the likelihood of message transmission. The channel may be personal or impersonal. Compared to personal channels, the message flow in impersonal channels is more of a one way route, and thus it is harder to gain feedback from the receiver.