Procter & Gamble's introduction of All-Temperature Cheer laundry detergent in Japan was a flop at first.The problem was that Japanese women wash clothes in cold water-either tap water or leftover bath water-so they don't care about all-temperature washing (which is a big selling point in the United States).Also,Cheer was first introduced in Japan at a time when the market for fabric softeners in Japan was rapidly expanding.However,when Japanese housewives added lots of fabric softener to the water,Cheer didn't produce many suds (Americans don't use as much fabric softener).P&G reformulated the product so it wouldn't be affected by fabric softeners,and ads for Cheer in Japan pledged superior cleaning in cold water,not all temperatures.Which of the following might have helped P&G avoid the initial problems with Cheer?
A)Maslow's hierarchy
B)high vs.low context culture
C)diffusion of innovation
D)self-reference criterion
E)polycentric orientation

Question

Quizplus · Accepted Answer

The self-reference criterion refers to the unconscious reference to one's own cultural values and experiences when making decisions. P&G initially failed to consider the cultural differences in laundry habits between the U.S. and Japan, such as the use of cold water and fabric softeners, which led to the product's initial failure. Recognizing and adjusting for these differences could have helped avoid the problems.

Procter & Gamble's Introduction of All-Temperature Cheer Laundry Detergent in Japan