As the summer approaches, I am reminded of a family ‘crisis’, of sorts, that occurred some years ago. My British cousin came for a family visit during the dog days of August; and like many Europeans, he didn’t use deodorant. To our American sensibilities this was a bit off-putting but my family and I reasoned that he had the right to live his life as he saw fit. I thought that since the olfactory sense is the most easily fatigued , we should just ‘deal with it’ and eventually the pungent aroma would go unnoticed. As a Sociology Professor, I lecture my classes on the concept of ethnocentrism—the belief that one’s own culture is the best way to do things.  I tell this story every semester as a perfect, and personal example, for this phenomena. As the heat was particularly oppressive that year, our reasoned approach became increasingly more difficult to bear, particularly in close encounters like the hotel elevator ride with him back to his room.  We all felt guilty about confronting him. Although he had offended our American sensibilities we didn’t want to offend his. Nonetheless, it was decided that something had to be done. My brother, my father and I drew lots to see who would explain deodorant to my cousin.  My brother lost.  He drew the short-straw and it was his job to explain the wonders of roll-on deodorant. When we got to my cousin’s room, my brother took the roll-on out of a paper bag, popped the top ,rolled it up a bit and asked:” Do you know what this is?” To which my cousin replied: “No”.   My brother explained that here in the  U.S. when we’re hot and sweaty during the summer we use this to feel more comfortable. Would you like to try it?” My cousin obliged.  He took the roll-on and proceeded to rub it back and forth across his forehead.