OER Text MaterialPop Culture, Subculture, and Cultural ChangeChapter 3, subsection 3.3. Human behavior and worldview are impacted by culture and cultural changes. For example, people are influenced by both high culture and popular culture. Due to the integration of international trade and finance markets (globalization) people have adopted different cultures. Alongside the process of globalization is diffusion, or the spread of material and nonmaterial culture. While globalization refers to the integration of markets, diffusion relates to a similar process in the integration of international cultures.