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Strengths of the approach
Models have presented a useful means to help explain internal mental processes
The approach provides a strong focus on internal mental processes, which behaviourists before did not.
The experimental methods used by the approach are considered scientific.
Weaknesses of the approach
It could be argued that cognitive models over-simplify explanations for complex mental processes.
The data supporting cognitive theories often come from unrealistic tasks used in laboratory experiments, which puts the ecological validity of theories into question (i.e. whether or not they are truly representative of our normal cognitive patterns).
Comparing a human mind to a machine or computer is arguably an unsophisticated analogy.