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Self reference criterion is the influence of one's culture on the behavior in a given situation. When put in a situation people tend to respond in a way that is closely associated with their culture.
In international marketing scenarios, we are talking about working in different cultural environments and hence a self referenced behavior may not be the "correct" behavior from the perspective target culture. Hence realization of this differences of culture and the possibility of self reference criterion is important in international marketing.
This is not such a big issue in domestic marketing since the cultural difference are not major.
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