DISADVANTAGES
- The more you control behaviour, less natural it becomes, lack of ecological validity
- Not everything of interest can be investigated in a lab
- Some bias results (sampling, demand characteristics) reduces the confidence in findings
- Low ecological validity – not normal behaviour – behave differently in the lab as they know they are being studied SOCIAL DESIRABILITY BIAS
- Demand characteristics – try work out aim of study, deliberately change to get it wrong ‘screw you effect’
- Biased sample – not representative of population
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