Assertion : Urban norms and standards are becoming well known even in the remote villages, creating new desires and aspirations for consumption.
Reason : Mass transit and mass communication are bridging the gap between the rural and urban area .

Both A and R are true and R is the correct explanation of A.

The answer is Option 1: Both A and R are true and R is the correct explanation of A.

Here's why:

• Assertion (A) is true: Improved communication and transportation networks are bringing urban lifestyles and trends to the attention of people in rural areas. This can lead to new desires for goods and services not previously available or considered necessary.
• Reason (R) is true and explains A: Mass transit allows for easier travel between rural and urban areas, exposing rural residents to urban life firsthand. Mass communication, through TV, internet, and mobile phones, further showcases urban lifestyles and products, creating aspirations for similar consumption patterns.

"Mass media and communication channels are now bringing images of urban life styles and patterns of consumption into the rural areas. Consequently, urban norms and standards are becoming well known even in the remote villages, creating new desires and aspirations for consumption. Mass transit and mass communication are bridging the gap between the rural and urban areas. Even in the past, the rural areas were never really beyond the reach of market forces and today they are being more closely integrated into the consumer market."