The phenomenon in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd is called _____.
A) assimilation
B) acculturation
C) divergence
D) structuring
E) stratification

Question

Quizplus · Accepted Answer

The phenomenon described in the question is divergence, where consumers choose to belong to microcultures as a way of standing out or defining themselves in contrast to larger mainstream cultures. Assimilation refers to the process by which a person adopts the dominant culture's values and behaviors, acculturation refers to the process by which a person assimilates to a new culture, structuring refers to the process by which social structures are organized, and stratification refers to the hierarchical organization of society based on characteristics like income or social status.

The Phenomenon in Which Consumers Choose Membership in Microcultures in an Effort