Which product characteristic refers to the difficulty in understanding a product?

The characteristic that refers to the difficulty in understanding a product is complexity. Complexity indicates how challenging it is for consumers to comprehend a product's features, benefits, or use. A product that is high in complexity may require consumers to invest more time and effort in understanding it before making a purchase decision. This characteristic plays a significant role in consumer behavior, as higher complexity might lead to hesitation or a preference for simpler alternatives.

In contrast, compatibility refers to how well a product fits into a consumer's existing values, experiences, or systems. Relative advantage is concerned with the perceived benefits of a product compared to existing alternatives, while trial-ability relates to the extent to which a product can be sampled or tested before committing to a purchase. None of these options directly address the ease or difficulty of understanding a product, which makes complexity the correct choice in this context.