8.1.1 Gender Bias & Culture Bias

What is bias?

• Bias refers to any factor (e.g. attitudes, behaviours, beliefs) that interferes with the validity (i.e. the ‘truth’) of the research process
• Bias may produce attitudes and behaviours which favour universality
• Adopting a universal approach can result in research that is subjective and laden with value-judgments (e.g. ‘X behaviour is abnormal because it does not align with the behaviour I am familiar with’)
  

Gender bias:

• Gender bias occurs when one gender is either favoured over another gender or one gender is discriminated against e.g. via prejudicial attitudes or behaviour
• Alpha bias occurs when researchers over-emphasize differences between males and females
• Beta bias occurs when researchers ignore of downplay differences between males and females

An example of alpha bias

Which studies show gender bias?

• Paper 1 content – Social Influence: research by Milgram (1963), Asch (1951, 1955) and Zimbardo (1973) used all-male samples to draw conclusions about the nature of, respectively, destructive obedience, normative conformity and conformity to social roles
• By not using a gender-balanced sample each study could be accused of gender bias, specifically beta bias
• Kohlberg’s (1973) theory has been criticised by Gilligan (1981) for taking a male-focused approach to moral development
  

The possible consequences of gender bias:

• Prejudice, discrimination and sexism are viewed as normal and acceptable
• Female researchers may receive less funding as their role as serious psychologists may be questioned
• The male viewpoint/behaviour becomes the ‘norm’ or the model for behaviour generally which could lead to female behaviour being viewed as ‘abnormal’
  
  
  
  

Asch’s (1951) research is an example of beta bias as it ignores the role of females in measuring conformity: how can an all-male sample represent a general population?

• Culture bias occurs when one culture prevails over others so that the beliefs, attitudes, values and behaviours of that culture are viewed as the norm
• Ethnocentrism is an example of culture bias
• When ethnocentrism goes unchecked it can produce an imposed etic)
• Cultural relativism is the idea that cultures can only be understood from within that culture i.e. by taking an emic approach
  
  

Culture bias occurs when one culture is considered the norm over others

Which studies show culture bias?

• Paper 1 content – Attachment: research by Ainsworth (1970) assumed that attachment could be measured and categorised using the norms and values of her own culture (individualistic, American)
• By ignoring the influence of culture on attachment style Ainsworth (1970) takes an etic approach 
• Duck’s (2007) phase model of relationship breakdown is only applicable to individualistic cultures wherein divorce, separation and freedom of choice re one’s relationship is easily attainable
  

The possible consequences of culture bias:

• Prejudice, discrimination and racism are viewed as normal and acceptable
• Researchers who are from collectivist, non-Westernised cultures may receive less funding as their role as serious psychologists may be questioned
  
•  The individualistic, Westernised viewpoint/behaviour becomes the ‘norm’ or the model for behaviour generally which could lead to non-Westernised, collectivist behaviour being viewed as ‘abnormal’

Ainsworth (1970): an example of culture bias due to the ethnocentric sample and individualistic attitudes inherent in the resulting attachment types

How can researchers avoid gender and culture bias?

• Use a representative sample in their research: stratified sampling would achieve this aim as it reflects the gender and culture demographic within the target population
• Conduct research within the context of the group itself so that there is meaningful participation from women/cultural groups
• Ensure that female and ethnic minority researchers are given funding equal to the dominant group and that published research is given equal status to the dominant group