Final answer:
Studying one's own culture is essential to understand subconscious influences and combat ethnocentrism, while fostering cultural relativism and self-awareness.
Step-by-step explanation:
Understanding one's own culture requires additional study because much of the cultural influence on market behavior is at the subconscious level. The process of acquiring our particular culture, called enculturation, naturally leads us to value our own cultural knowledge, but it can result in ethnocentrism, where one's culture is seen as superior, and other cultures' perspectives are undervalued.
To become more self-aware and effectively understand and participate in a global context, individuals should examine their cultural biases and strive for cultural relativism, which acknowledges the richness and diversity of different cultures without ranking them.
Understanding one's own culture requires additional study because it is impossible for anyone to overcome all cultural biases. An appreciation for another culture shouldn't prevent individuals from studying it with a critical eye. Pride in one's own culture shouldn't lead to imposing its values on others.
Therefore the correct option is B. Much of the cultural influence on market behavior is at the subconscious level.