Ethnocentrism generates emotional reactions to cultural differences and reduces people's willingness to understand different cultures (Lustig and Koester, 1999). People who believe in cultural superiority are not able to objectively assess other cultures and those who are different, and interpret and judge others' behaviour. Ethnocentrism other peoples' ability understand the symbols and meaning used by to cultures. Ethnocentrism tends to exaggerate cultural differences b also highlighting the most distinct differences in beliefs and practices and ignoring others. Ethnocentrism blocks effective intercultural interaction and communication because it does not allow for understanding those who are different. Ethnocentrism leads to cultural arrogance, avoidance, withdrawal, faulty attribution, and faulty categorization (Dodd, 1995). It can also lead to prejudice and discrimination. Extreme ethnocentrism. may lead to conflict and even warfare (Rogers and Steinfatt, 1999)