How src prevents marketers from becoming aware of difference

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Self-reference criterion (SRC) is an unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions.

Ethnocentrism refers to the notion that one's own culture or company knows best how to do things.

Discuss how SRC prevents marketers from becoming aware of cultural differences? Also suggest ways to enhance global awareness from a marketer's viewpoint?

Reference no: EM131949959

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