For this assignment, you will select an alternative consumer subculture to explore and analyze. Although we all belong to multiple subcultures, this assignment requires that you choose a subculture which is beyond the normal parameters of consumer behavior (i.e., not racial/ethnic groups, age, other common subcultures). This assessment must be derived from and executed with a buyer behavior lens (i.e., all of the different sciences, such as sociology, psychology, and anthropology, that constitute buyer behavior). Holistically (and within individual sections, when applicable), you will be assessed on research support for underlying assertions, the depth of your analysis (uniqueness of insights), application of appropriate content, synthesis, and professionalism.

• Research: provide supporting sources (with in-text citations and references) to underly your positions
• Analysis: critical thought; what have you processed in a new way or added through critical assessment and insight?
• Application: identify key concepts (bold or underline) from the course and connect them to what is occurring in the business, consumers, or industry of the case study
• Synthesis: combine elements of the course with other relevant terms or concepts to link information
• Professionalism: presentation of the document (cover page, paragraphs, headings, formatting, citations, reference pages) Specific Instructions: In your write up, please include (at the minimum):

This assignment has no page limits (minimum or maximum). However, successful

• Alternative Subculture Analyses can typically be completed in about ten pages
• An articulation of your assessment's objectives,
• An in-depth discussion of the subculture (i.e., subculture and members)
• A summary

Scoring within each section is separate. If any section is missing, it is not able to be graded; zero points will be scored. The scoring range from novice to expert is based upon exceeding the minimum standards outlined. Clarity, conciseness, and effectiveness of writing is valued.