- Control over EV & CV in which the researcher can ensure the effect on the DV is due to the manipulation of IV. This increases the internal validity of the experiment.
- Replicable due to the high levels of control which ensures no EV's are introduced if it is repeated
-Lacks generalisation as the environment is artificial and not like everyday life which means ppts may behave in unusual ways and lower the external validity.
- demand characteristics are likely
- low mundane realism = tasks may not represent everyday life