Who drives divergence? Identity signaling, outgroup dissimilarity, and the abandonment of cultural tastes.

  title={Who drives divergence? Identity signaling, outgroup dissimilarity, and the abandonment of cultural tastes.},
  author={Jonah Berger and Chip Heath},
  journal={Journal of personality and social psychology},
  volume={95 3},
People often diverge from members of other social groups: They select cultural tastes (e.g., possessions, attitudes, or behaviors) that distinguish them from outsiders and abandon tastes when outsiders adopt them. But while divergence is pervasive, most research on the propagation of culture is based on conformity. Consequently, it is less useful in explaining why people might abandon tastes when others adopt them. The 7 studies described in this article showed that people diverge to avoid… CONTINUE READING
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