A U.S. sociologist receives a grant to study racial and religious prejudice among the people of southeast Asia. The sociologist makes a serious and unbiased effort to evaluate the norms, values, and customs of these groups in light of the distinctive cultures of which they are a part. This is an example of
A. xenocentrism.
B. cultural relativism.
C. cultural deconstruction.
D. ethnocentrism.
Answer: B
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