In this article, I argue that gender is a complex sociocultural construct, yet how gender is accounted for in psychological research is limited. Specifically, psychologists conflate sex with gender, rely on quantifying gender differences and, by implication, conceptualise gender as merely a participant characteristic. To illustrate, I apply this viewpoint to the topic of gender differences in tobacco use/cessation using on a feminist quality appraisal tool. I show how these three issues promote the narrow study of sex/gender differences, despite problems surrounding this inquiry, and reduce insights into the intersection of gender and behaviour. To offer a way forward for psychology, I describe how a critical psychology perspective attends to the complexities of gender and its influence on behaviour. I showcase diverse ways of attending to gender as a sociocultural construct, inviting psychologists to engage with, and reflect on, their gender analyses.