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

Question

Quizplus · Accepted Answer

The phenomenon described in the question is known as divergence. Consumers who want to stand out or differentiate themselves from the crowd often choose to belong to smaller niche groups, or microcultures, that align with their personal values and beliefs. This can manifest in a variety of ways, from the brands they choose to wear to the causes they support. Acculturation refers to the process of adapting to a new culture, while enculturation refers to the process of being socialized into one's own culture. Resurgence and stratification do not accurately describe the phenomenon described in the question.

The Phenomenon in Which Consumers Often Choose Membership in Microcultures