Ethnocentrism refers to a form of cultural bias. It is the belief in the superiority of one cultural group over another. It also involves the normalisation of one culture and seeing others as abnormal.
In research this leads to the view that behaviours which do not conform to the model, usually Western, are somehow deficiently unsophisticated or underdeveloped.
Berry argued that ethnocentrism is caused by an imposed etic approach where Western theories and research are expected to be universal.
Researchers study nonwestern cultures from the 'outside' and try to apply their own understanding and world view to it causing a bias
