During the late 1960s, psychologists began to favor the cognitive approach, because they felt that the behaviorist approach

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The behaviorist approach focused heavily on observable behaviors and the concept of reinforcement, neglecting the internal cognitive processes that psychologists began to see as crucial to understanding human behavior. Cognitive psychology emerged as a reaction to this limitation, emphasizing mental processes such as thinking, memory, and problem-solving.

During the Late 1960s, Psychologists Began to Favor the Cognitive