As your textbook explains, ethnocentrism means
a. showing respect to other groups and cultures.
b. recognizing that listeners are interested in how a topic relates to them.
c. believing one's own group or culture is superior to all other groups or cultures.
d. insisting that listeners share a speaker's frame of reference.
e. agreeing with the values and practices of other groups and cultures.
Answer: c. believing one's own group or culture is superior to all other groups or cultures.