Scenario: Frankfurter Friday Betty Cleveland is the vice president of Frankfurter Friday, a highly successful hot dog joint in Oceania. Her company decides to expand to Asia and identifies China as the ideal market. Before she leaves for China, she studies their culture extensively and discovers that the number four is considered extremely unlucky, that not everybody is fluent in China's official language–Mandarin–and that punctuality is a highly valued trait in the country. When selecting employees to help her establish their chain in China, she decides not to transfer Craig, as he believes that the people of China are less competent and skilled than the people of his country. What trait does Craig display?

Ethnocentrism is a term that is used to describe the belief people hold about their culture or group and how they view other’s culture, in such a way that they consider theirs superior to others, and judge others way of life or culture as inferior.

The trait displayed by Craig is that of ethnocentrism, as he considers the people of China less competent and less skilled than the people of his country. Such trait would be detrimental to the success of his company establishing a chain in China, hence, Betty decided not transfer him to join the team going to China to establish a chain there.