Ethnocentrism

A way of viewing and judging other cultures based on the knowledge of one’s own culture and ethnicity, without considering that culture’s unique beliefs and practices. This mindset leads to discrimination against people from other cultures and ethnic group since one's own is seen as more important, superior, or ideal. 

Source/Further Reading: 

Hooghe, M. (2008) "Ethnocentrism." International Encyclopedia of the Social Sciences: 1-5.