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1. empiricism.. rigorous methods, objective... causal links eg Pavlov dog 2. doesn't focus on the underlying cause of behaviour but deals with behaviour itself. this means it is instrumental n helping 'beavioural problems' eg therapies for changing and shaping behaviour 3. Practical applications eg training a guide dog, treating phobias and adverts eg perfume with love 4. research demonstrates that punishment only suppresses behaviour whereas conditioning can 'shape' it positively ie lead to deserved behaviours as opposed to just preventing undesired ones

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1. reductionist.. reduces our complex behaviour down to stimuli and response. compares to cognitive who consider mental processes. 2. mechanistic.. not taking into account individual differences between individuals which is rejected by humanists who look at each person individually. 3. ethical issues ... use of animals seen as unethical 4. environmental determinism.. individuals are therefore seen as passive and not in control of their own decisions 5. ignores biological/ genetic influences eg bio say inherit our behaviours

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more criticisms..

- laws of conditioning dont apply to all cases eg Tolman... rats put into maze and found group C when not reinforced made errors but when reinforced no mistakes so learnt their own way round the maze just needed motivation -

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