Ethnocentrism is the tendency to assume that one's own culture and way of life represent the norm or are superior to all others, leading to the evaluation of other cultures based on the standards and values of one's own culture. This can result in a biased or distorted view of other societies and their practices, often leading to misunderstandings, prejudice, and conflict. Ethnocentrism can manifest in various ways, from making negative judgments about the customs or beliefs of another culture to believing that one's own cultural practices are the only correct or natural way of doing things. While a certain degree of in-group preference is common in all cultures, extreme ethnocentrism can hinder cross-cultural understanding and cooperation. Sociologists strive to avoid ethnocentrism in their research by practicing cultural relativism, which involves understanding and evaluating other cultures from their own perspectives.