Glossary of Marketing Definitions 1. ACCULTURATION The process by which people in one culture or subculture learn to understand and adapt to the norms, values, life styles and behaviors of people in another culture or subcultures. 2. ACQUISITION VALUE The users' perception of the relative worth of a product or service to them. 3. ACTIVITIES, INTERESTS, AND OPINIONS (AIO) A measurable series of psychographic (as opposed to demographic) variables involving the interests and beliefs of users. 4. ADOPTER CATEGORIES Persons or agencies that adopt an innovation are often classified into five groups according to the sequence of their adoption of it. 1) Innovators (first 2-5%); 2) Early adopters (10-15%)' 3) Early majority (next 35%); 4) Late