Psychologists hold beliefs and values that have been influenced by the social and historical context within which they live. These may be biased, leaning towards a subjective view that does not reflect objective reality. This means bias in research processes may be inevitable, despite psychologists' claims about discovering ‘facts’ that are ‘objective’ and ‘value-free’. Bias also undermines psychology's claims to universality. The conclusions drawn can be applied to everyone, anywhere, regardless of time or culture.