Culture Reading What were your first reactions to this society and how would you feel living in this tribe? Describe the differences between the Asu and American society. Ethnocentrism vs. Cultural Relativism Ethnocentrism is a person's use of their own cultural to judge another culture. Usually leads to a negative evaluation of their values, norms and behavior. Cultural relativism – not judging a culture but trying to understand it on its own terms.