self-reference criterion influence

Executives of an American corporation intend to enter the Indian market. (a) How might the self-reference criterion influence the American executives’ PEST analysis of India? Be specific. (e.g., the self-reference criterion might cause American executives to dismiss the significance of the caste system in the psyche of Indians.) (b) What can the American executives do to avoid the mistake of self-reference criterion? P.S. This question does not require you to perform a PEST analysis.