AO3

• these biases obscure the central aim of psychology which is to generate theories that have universality and apply to all people 
• issues of gender bias often go unchallenged eg Darwins theory of sexual selection suggests women are selective in terms of mate selection which has only recently been challenged by DNA evidence suggesting women are equally as competitive as men when the need arises, highlighting the importance of continually challenging earlier gender research and reducing gender bias to ensure that a valid picture of women is portrayed in contemporary studies