+ Supported by evidence - Godden & Baddeley, Carter & Cassady, increases validitiy- Effect of context IRL can be questioned - contexts have to be very diff. for effect to be seen e.g. land & underwater, most situations context isn't diff. enough so context doesn't explain much forgetting- Context effects vary in recall & recognition - Godden & Baddeley replicated study with recognition & context had no effect, limited explanation as it an only be applied to recall