#kippin

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Strengths:

Olson & Fazio [2000] classically conditioned attitudes- showed hundreds of Pokemon characters [neutral stimulus] & other neutral images which were paired with words which were either positive or negative [unconditioned stimulus], targets were repeated, and asked how to rate how they felt RE Pokemon- matched whether they'd had positive/negative words/UCS!! Suggests classical conditioning occurs. 

Kippin [2000] classically conditioned male rats to ejaculate to the smell of lemon or almond. Males allowed to copulate with scented females- initially showed no preference, after conditioning, preference to ejaculation-associated smell. Possible for humans to acquire preferences/fetishes in this way. 

Can explain a range of human behaviours, phobias, fetishes, arousal etc. 

We see it in real life- face validity, explains real life situations. 

Useful in development of therapies like systematic desensitisation & flooding. 

Weaknesses: 

Can't explain complex behaviours- just involuntary actions, so incomplete explanation. 

Can't explain how we learn new behaviours. 

Operant Conditioning & Social Learning Theory offer alternative explanations, and so their strengths offer weaknesses here- are they better explanations?

Simplistic!