When studying cultures and cultural variations, sociologists must be aware of ethnocentrism, judging other cultures by the standards of one’s own culture. Because we all live within a culture, we tend to see the way our culture does things as “normal” or “natural” and the ways that other cultures do things as “abnormal” or “unnatural.” We also tend to judge our own familiar culture’s ways of doing things as “better.” This is the situation Napoleon Chagnon encountered with his study of the Yanomamo, discussed above.