Consumer Psychology overview and key studies

Specialist Option 2: Consumer Psychology.

• Consumer Psychology is the study of human behaviour in relation to the retail environment. For this option candidates look at different areas of consumer environments (shops, restaurants and online) and consider how psychology can affect consumer patterns and decision-making. Candidates will also explore the reaction and preferences of consumers to the packaging of products, the marketing of products and the advertising of products. Candidates should have the opportunity to explore the different issues and debates relevant to the psychological theories and concepts and the research methods used to investigate consumer psychology. For all topics and studies, candidates should be able to:.
• describe, evaluate and compare the psychological theories, research, approaches and explanations.
• describe and evaluate research methods and methodological concepts (for AS and A Level).
• consider how the topic area relates to psychological issues and debates (for AS and A Level).

This matters because consumer psychology overview determines what can be inferred or chosen; begin with the stated conditions and keep the conclusion tied to the evidence.

Example: apply consumer psychology overview to one small, clearly defined case, show the key step or comparison, and explain the result in words.

Boundary: Consumer Psychology overview is not a universal recommendation. Check the syllabus scope, assumptions, units and the limits of the evidence before generalising.

Key studies for Consumer Psychology.

• North, A C, Shilcock, A and Hargreaves, D J (2003), The Effect of Musical Style on Restaurant Customers'.
• Spending. Environment and Behavior, 35(5): 712-18.
• Robson, S K, Kimes, S E, Becker, F D and Evans, G W (2011), Consumers' Responses to Table Spacing in.
• Restaurants. Cornell Hospitality Quarterly, 52(3): 253-64.

This matters because consumer psychology key studies determines what can be inferred or chosen; begin with the stated conditions and keep the conclusion tied to the evidence.

Example: apply consumer psychology key studies to one small, clearly defined case, show the key step or comparison, and explain the result in words.

Boundary: Consumer Psychology key studies is not a universal recommendation. Check the syllabus scope, assumptions, units and the limits of the evidence before generalising.

For each key study, candidates should know, understand and evaluate.

• the context of the study and relationship to other studies.
• the main theories/explanations included in the study.
• the aim(s) and hypotheses of the study [if stated].
• the design of the study, including all methodology as appropriate, such as the research method(s) used, sample size and demographics [if known] and sampling technique [if known], procedure, technique for data collection.

This matters because consumer psychology key-study requirements determines what can be inferred or chosen; begin with the stated conditions and keep the conclusion tied to the evidence.

Example: apply consumer psychology key-study requirements to one small, clearly defined case, show the key step or comparison, and explain the result in words.

Boundary: Consumer Psychology key-study requirements is not a universal recommendation. Check the syllabus scope, assumptions, units and the limits of the evidence before generalising.