Concept testing has several disadvantages:

II. It is very difficult to test new technologies in a concept test: New and complex technologies might not be fully understood or appreciated by customers in a concept test format.

III. Characteristic human behavior can skew results: Factors such as social desirability bias or respondents trying to please the interviewer can distort the results.

IV. Concept testing does not work well when the concept solves a problem customers do not recognize they have: If customers are not aware of the problem, they may not see the value of the proposed solution in a concept test.

Personal taste (I) can be measured to some extent in a concept test, making this option incorrect as a disadvantage. References: Crawford, C. M., & Di Benedetto, C. A. (2011). New Products Management. McGraw-Hill Education.