Alpha bias exaggerates the between the sexes. An example of this is the of relationship formation which says that sexual promiscuity is in males and in females.

Essentialism says that gender differences are essential for , for example Bowlby’s .

Beta bias the differences between sexes and occurs when there are , for example in study where he found women .

Androcentrism is when the norm is based on and women are seen as , for example .

A negative about gender bias is it may create misleading assumptions and validate . For example a scientific justification to so it is unethical and the lives of real women.

Gender bias leads to a lack of women at higher research level, so are not expressed so research may gender bias.

A strength is that researchers will realise the of gender bias and be careful, for example include how male experiences influence their research so there will be greater .

A strength is raised to avoid gender bias, for example made a criteria which meant less .

Worrell’s criteria said research should have context, as participants and data.

Cultural differences are differences in and values which influence in different cultures.

Cultural bias is the tendency to ignore and one culture’s findings are assumed to be , so if another culture is different it is seen as .

Examples of cultural bias include studies on conformity and studies on obedience. Both of these were carried out on and produced results when carried out in different cultures.

Ethnocentrism is the belief in the of your own and any behaviour which differs is seen as .

An example of ethnocentrism is in where German mothers were labelled as and Japanese mothers were seen as .

The etic approach is where psychologists work from a culture and look for things which are to find universal rules.

An example of an imposed etic is where she used a test designed for one culture on many others which lead to biased conclusions.

The emic approach is where psychologists observe from a culture to look for things which are to find behaviour which is .

Cultural relativism is the that psychological findings about human behaviour may only from the of the culture.

A strength of recognising cultural bias is that we now realise the collectivist vs individualist distinction May be , for example the term individualist represents who value and collectivist represents who value .

A positive impact is that we recognise the cultural differences may cause , for example Americans are familiar with the research process while others may not be, so conclusions may lack .

A negative impact of recognising cultural bias is that it says no behaviour is however Ekman found that are universal, so it can’t be ruled out.