Author Question: Explain what the self-reference criterion is an also how it may be ... (Read 43 times)

kodithompson · **on:** Jun 29, 2018

Explain what the self-reference criterion is an also how it may be corrected.

Question 2

Implicit test of memory to test brand recall refers to:
a. asking respondents direct questions about the ads of a particular brand.
b. asking respondents to estimate the shelf life of different brands in a particular product category.
c. asking respondents to make comparisons between brands in the same product category.
d. asking respondents to name brands that belong to a particular product category.
e. asking respondents to mention the details of the ad of a particular brand.

asdfghjkl; · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

The self-reference criterion is the unconscious reference to a marketer's own value system when making marketing decisions in a foreign culture. To correct this tendency, Lee provides a 4 step model: 1) Define the marketing problem or goal in terms of one's home country cultural traits, norms and values. 2) Define the marketing problem or goal in terms of the host country cultural traits, norms and values. 3) Isolate the self-reference criterion influence and evaluate it to understand how it affects the marketing problem. 4) Redefine the marketing problem and in the process eliminate the self-reference criterion influence. In the process, one must solve the marketing problem based solely on the unique conditions of the host country.

Answer to Question 2

D