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In psychological research an ethnocentric bias means there is the possibility of a bias towards one ethnic or cultural group. If this bias becomes established, the values of this group can become the accepted ones and those who do not share these can be regarded as different. Difference and diversity is not a problem unless it makes a group seem not normal.
In terms of psychology the aims of the are to identify and explain universals of human behaviour however a lot of psychological research can fail to do this- Smith & Bond-conducted a review of psychology text books and found that most research was European or American. This could be a problem because the sample only reflects one cultural group.
American and European research may not reflect cross-cultural experiences, but it could also be because the sample frame is often undergraduate students. It could be argued that this specific population is not reflective of the wider population. This is an example of research being ethnocentric- not controlling for individual differences.
This is a problem because it fails to account diverse environmental influences, for example being raised in individualistic cultures like western societies where the need to be independent and self-sufficient is taught as the ideal, or collectivist cultures- for example Asian and some African cultures where the needs of the family and larger social group are seen as more important. It can mean that the questions or tasks used in research may have a very different interpretation to a different cultural group.
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