Ethnocentrism

The belief or feeling that one's own cultural patterns are superior to all others, which results in the interpretation of other people in terms of one's own cultural traditions and values.

Ethnocentrism is normal and universal, but is not necessarily desirable or morally defensible as it prevents understanding of other cultures. It also interferes with meaningful intercultural communication. An example of ethnocentrism is people from monogamous societies condemning polygamy as being immoral and "unnatural".