Cooptation

(1) It refers to a cultural process by which the original meanings of a product or other symbols associated with a subculture are modified by members of mainstream culture.
(2) In the context of consumer behaviour, particularly, with reference to the acceptance of American consumption values across the globe. Here the consumption values of another country are adapted to be consistent with local language, meaning, and beliefs. For example, it has been found that consumers in the world may crave for American goods as status symbols and in doing so they adapt American consumption values to be consistent with their local consumption values.