Geert Hofstede, a dutch sociologist, says ethnocentrism id to a people what egoism is to a person : considering one's own little world to be the center of the university (1991, 211). Can you recall how 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 anymore. 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.