What is a major strength of the behaviourist approach?

• A. Strength: high scientific rigour and controlled experiments; Limitation: ignores cognitive processes, emotions, and the complexity of human behaviour.
• B. Strength: focus on inner experiences; limitation: lacks measurable behaviours.
• C. Strength: explains emotions comprehensively; limitation: ignores genetics.
• D. Strength: explores subjective meaning; limitation: not testable.

Answer: (A)

Focusing on observable behavior and controlled experiments is the main strength of the behaviourist approach. By insisting on measurable, repeatable methods, it produces highly testable and replicable findings. Researchers can manipulate variables and observe clear, objective outcomes, which gives strong scientific rigour and the ability to establish cause-and-effect relationships. The accompanying limitation—ignoring cognitive processes, emotions, and the broader complexity of human behaviour—reflects that this approach is best at explaining what can be observed externally, rather than internal thoughts or feelings. The other options describe strengths tied to approaches that study inner experiences, emotions, or subjective meaning, which are not central to behaviourism.