Why is relying on self-reference criterion problematic in international business? Provide an example to illustrate your answer
What will be an ideal response?
When dealing with a new culture, many international businesspeople make the mistake of relying on the self-reference criterion, the unconscious use of one's own culture to help assess new surroundings. A U.S. salesperson who calls on a German customer in Frankfurt and asks about the customer's family is acting politely according to U.S. culture–the salesperson's reference point–but rudely according to German culture, thereby generating ill will and the potential loss of a customer.
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In addition to tracking television advertising, the ad tracking methodology can be used to examine magazine ads
Indicate whether the statement is true or false
Stephanie and John wanted to purchase a high-end sports car. They viewed a commercial for a particular sports car that highlighted the cost, design, and power of the car
After viewing the ad, Stephanie felt that the car's price was acceptable, considering the superior and unique design. John thought that the car was expensive owing to the high power engine installed in it. They used the information in different ways, focusing on issues that that each considered important. Which of the following concepts does this scenario demonstrate? A) selective distortion B) consumer ethnocentrism C) selective retention D) selective attention E) cognitive dissonance