Ethnocentrism
Judging other cultures by your own as the standard — and preferring your own group's products to protect its identity; natural, universal and a reliable way to misread a market or a counterpart.
An everyday example
Assuming a negotiation style is dishonest because it is not yours; refusing foreign products as disloyalty.
What it can cost you
Misjudging people and products; consumer protectionism sold as patriotism.
Warning signs
- Their way seems obviously worse.
- I buy ours to be loyal.
One thing to do
When another culture's behaviour seems wrong, assume it is coherent from the inside until proven otherwise; judge products on merit.
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