Answer: Ethnocentrism
Ethnocentrism refers to the act of judging another culture by the standards of one's own. When we use our preconceptions and values in order to judge another culture, we are implying that all cultures need to resemble ours. It is a belief that one's culture is superior to another.
Ethnocentrism often leads to vanity, pride, belief in one's own group's superiority and contempt for outsiders. In anthropology, cultural relativism is understood as the opposite of ethnocentrism and as the right way to approach new cultures.
