In the context of the rate of adoption, relative advantage is defined as the degree to which: a. the benefits of using a product can be communicated to target customers. b. a product is perceived as superior to existing substitutes. c. a new product is consistent with existing values and product knowledge, past experiences, and current needs. d. a product can be tried on a limited basis.

B) a product is perceived as superior to existing substitutes.

Explanation:

When a product or service is said to have a relative advantage over its competitors, it means that the product or service is seen as superior (in at least one specific quality) to other competing products or services.

Relative advantages increase the rate of adoption of a product or service, because the new product or service is considered superior to their competitors.