Believe it or not , most people , including yourself , more or less are ethnocentric.
Take a simple case like this as an example.
If you truly believe that Thai food is the best in the world or Thai silk is the best silk of all , without facts to support your claim , you are ethnocentric.
Geert Hofstede , a Dutch sociologist , says ethnocentrism is to a people what egoism is to the person : considering one's own little world to be center of the universe ( 1991,211).
Can you recall hoe you felt upon encountering someone who had an enormous pride in him / herself (ego) and treated other people as inferiors?
Anyone in this situation would feel repulsed and intimidated and would not want to associate with that person any more.
The miscommunication in the above situation between individuals is the same as the miscommunication caused by ethnocentrism that one group of people have towards other groups.