Mattel Toys thought that Barbie would be as popular in Japan as it is in the United States.This assumption was due to the self-reference criterion (SRC).

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The self-reference criterion (SRC) refers to the unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions. Mattel's assumption that Barbie would be as popular in Japan as in the United States without considering cultural differences in beauty standards, play habits, and consumer preferences is an example of SRC affecting international marketing decisions.

Mattel Toys Thought That Barbie Would Be as Popular in Japan