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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. Closely connected to SRC is ethnocentrism – the notion that people in one’s own company, culture, or country know how to do things best. HSBC, one of the world’s largest multinational banks, is known for their humorous advertisements on some of the differences between Western and Asian cultures (three are included in the video clip). The risks of SRC and ethnocentrism, underlying phenomena in HSBC’s advertisements, are apparent. Can SRC and ethnocentrism ever be a good thing for a global company or an aspiring multinational? Be specific and support your position.
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