Strength = EVs and CVs can be manipulated:
this means that the effect of EVs and CVs on the DV can be minimised
Cause and effect between the IV and DV can be demonstrated => high internal validity
Strength = can be easily replicated
Greater control means less chance that new EVs can be introduced
Means that findings can be con firmed, supporting their validity
Limitation = lack generalisability
Controlled lab experiment = artificial and pps aware they are being studied
=> behaviour not natural so cant be generalised to everyday life, low external validity
limitation = demand characteristics
Cues in the experimental situation that invited a particular repsonse from pps
Findings mat be explained by these cues rather than the effect of the IV (lower internal validity)