Ethnocentrism:

Ethnocentrism, a term coined by sociologist William Graham Sumner in 1906, means viewing our own ethnic, racial, or cultural group as superior to others, or judging other cultures based on the standards and norms of our group. This unconscious cultural bias leads to the perception that “their” behaviors and beliefs are wrong, aberrant, or inferior because of their difference compared to ours — the only valid model for judging others. While sometimes a conscious belief, ethnocentrism is often an unconscious process, leading to misinterpretations and biased conclusions about other cultures. It can lead to negative stereotypes, misdiagnosis of conditions in non-Western populations, and a general misunderstanding of diverse cultural practices. An example is how research on attachment styles in children, using a Western, American standard. When Japanese or German infants displayed different attachment behaviors, they were labeled abnormal or insecure, rather than recognizing cultural variations in child-rearing practices, not a deficiency in the children or parents.