In the context of sources of influence, which of the following is ...

[karlynnae]

In the context of sources of influence, which of the following is true of nonmarketing sources?
 A) They are delivered by salespeople, service representatives, and customer service agents.
  B) They are regarded as highly credible sources of influence.
  C) They are known to have a personal stake in consumers' purchase decisions.
  D) They are the verbally communicated sources of information about offerings.
  E) They are regarded as the least credible sources of influence.

Question 2

What is the Self-Reference Criterion and how may it be overcome?

[moormoney]

Answer to Question 1

B

Answer to Question 2

The self-reference criterion is defined as individuals' conscious and unconscious reference to their own national culture, to home-country norms, values, as well as to their knowledge and experience, in the process of making decisions in the host country. A first step to minimizing the impact of the self-reference criterion is selecting appropriate personnel for international assignments. Second, it is also important to train expatriates to focus on and be sensitive to the local culture.