prejudice against individual due to their culture, ignoring cultural differences
Cultural relativism- function/meanings of behaviours, values relative to specific cultural setting: failing to consider other cultures, display/meaning of behaviour may vary between cultures
Universality- belief that some behaviours are the same for all cultures, Universality in behaviour= suggests that behaviour is influenced by our biology rather than our culture.
Ethnocentrism- assuming ones culture is superior to others in the way that it interprets behaviour; over emphasising importance of behaviour of researcher's own culture and incorrectly judges other cultures by the standards of its own.
