Ethnocentric Bias

• The tendency to interpret human behaviour from our own cultural stance/standards.

E.g. Deregowski's perception studies were ethnocentrically biased as Deregoski concluded that Africans who couldn’t perceive depth in a picture featuring Western depth cues lacked education.

• Generalising findings ascertained from one culture to another culture.

E.g. Most of the research on helping behaviour involves white Americans. Conclusions, therefore, can not be generalised to other cultures as factors affecting helping behaviour may be culturally determined.