A global jewelry retailer serving diverse markets is concerned that its agency is unaware of some cultural issues that may come up in its campaign, since none were addressed in the initial advertising plan.The client is worried that the agency staffers may be unconsciously relying only on their own personal values, experiences, and backgrounds to make promotional decisions, referring to a concept called

Question

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The self-reference criterion refers to the unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions, which can lead to cultural insensitivity in international marketing.

A Global Jewelry Retailer Serving Diverse Markets Is Concerned That