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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