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Gender bias
The tendency to treat one gender differently or unfairly in research or theory
Alpha bias
Theories that exaggerate differences between males and females
Beta bias
Theories that minimise or ignore differences between males and females
Androcentrism
Male-centred viewpoint where male behaviour is seen as the norm
Universality
The assumption that findings apply to all people regardless of gender or culture
Cultural bias
When research reflects the values and norms of one culture only
Ethnocentrism
Judging other cultures by the standards of one’s own culture
Emic approach
Studying behaviour from within a culture
Etic approach
Studying behaviour from outside a culture, often comparing cultures
Ethnocentrism
Judging other cultures by the standards and values of one’s own culture
Cultural relativism
Judging behaviour in the context of the culture in which it occurs