Gender bias occurs when research does not represent the behaviour of either men or women, leading to misrepresentation. Alpha bias Over-exaggerates gender differences, assuming men and women behave very differently when they may not. Often linked to biological determinism. Beta bias Ignores/minimizes gender differences, assuming men and women behave the same when they may not. Happens when research uses one gender but generalizes findings. Androcentrism Research uses all-male samples, viewing male behaviour as the norm.Female behaviour is seen as abnormal if it differs.