What is ethnocentrism?

Ethnocentrism is connected to cultural relativism. Cultural relativism refers to a culture's belief that something is correct for that culture. This belief may or may not be correct for another culture. A great example of this would be how different cultures view the handshake. For example, in India, a firm handshake is considered a faux pas, whereas in America it is considered standard greeting protocol. Cultural relativism is how each culture views its behavior through the lens of its own unique cultural standards.

Additionally, ethnocentrism is defined by individualistic or collective cultures. Many Western cultures are individualistic; they tend _____ _________ ___ __________ ______ ________ _________ ________ _________.
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