Divergence refers to the phenomenon in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd.
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Q1: A cohort is a group of people
Q5: The "Borderland" region,according to the Nine Nations
Q8: Men and women make consumer decisions identically.
Q9: A microculture is defined as a group
Q10: The role provides a signal as to
Q14: The term subculture is often used to
Q18: All microcultures have identical and consistent role
Q19: Culture explains the habits and idiosyncrasies of
Q22: Consumer groupings are ineffective when microcultures are
Q24: The nine nation approach in segmentation asserts
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