CAIE A-Level Psychology 2.1.1 Retail store design

Describe this psychological knowledge.

Syllabus: 2.1.1 types of store exterior design including storefront, window displays and landscaping, including a study, e.g. Mower et al. (2012).

Description:

1. Store exteriors are what customers first encounter and can create a first impression of a store and attract customers into a store.

2. Window displays congruent with the consumers' self-image were found to be more successful in attracting customers; window displays were less successful when they only contained promotional or style information. Larger window displays were more successful in attracting consumers' attention compared to smaller windows. Sales increased when stores used window displays compared to no window display. Successful window displays were found to be aesthetically pleasing, contained a theme, used warm colours, drew customers into the scene with the use of perspective, used lighting to highlight key areas of the display, and incorporated accessories associated with the products.

Marks & Description

3-4 &
The knowledge is appropriate. Relevant points are correctly

described in good detail.

1-2

Basic points are identified with some elaboration and

understanding. The answer lacks detail (a sentence or two).

0

No creditable response.

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Explain how you used two features of this psychological knowledge to plan your study.

Candidates should explain how the psychological knowledge described in (b)(i) has informed their plan in part (a).

For each feature:

Marks & Description

2 &
Suitable answer that relates a feature and explains how the

feature was used, expanded or modified to make it appropriate to

the plan. The knowledge has clearly been applied to the plan.

1

Basic answer that identifies a feature.

0

No creditable response.

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Example: interview tech such as face-to-face; format such as semi-structured. Ask sample closed questions about 'x' window display and 'y' window display. Could be outside stores or showing photographs. Open questions asking to explain reason for liking or not (so semi-structured).
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