One strength is there is supporting evidence to show that we do in fact learn through association. In Watson and Rayners study, Albert was conditioned to fear the white rat through associating the unconditioned stimulus which was the iron bar with the neutral stimulus being the rat. This caused a conditioned response of albert crying. This is a strength as we know how phobias come about so we can use the same process to unlearn it too by pairing the phobia with something pleasant so that it can be extinct.