CAIE A-Level Psychology A2 2.1.2 Sound and Consumer Behaviour Questions

Use Table A: AO1 Knowledge and understanding to mark candidate responses to this question.

The response must describe the key study.

Details may include:

Aim: To investigate the effect different types of music might have on restaurant customer spending.

Sample: Opportunity sampling - 393 people, approximately equal numbers of male and female. 142 were exposed to the pop music condition, 120 to the classical and 131 to no music.

Method - Field experiment in upmarket/expensive British restaurant with independent measures design.

Procedure - Classical, pop and no music were played over 3 weeks/18 evenings (closed on Sundays). Each conditioned counter-balanced by the day of the week. Each type of music played on six different days over the 3 weeks. Mean spend per table was calculated and compared as well as the total time spent in the restaurant. Time spent in restaurant was taken into account/controlled for when calculating the results for the three conditions as the longer the customer is in the restaurant, it is likely their spend will increase.

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For full marks has to include:

- Sample or detail of the restaurant

- 3 Conditions

- Result about customer spending with reference to type of music.

8(a)

Results: total spend: classical music £ 32.51;
pop music £ 29.46;
no music £ 29.73. Therefore, playing background classical music leads to increased spending on food and drink.

Additionally: (i) There was very little difference in the amount spent on main course or dessert. (ii) The no music condition resulted in greatest spending on wine alone (not what was expected) but if 'bar' (all drinks) and 'wine' are put together, then spending is the greatest for classical music. (iii) The greatest difference was spending on coffee: classical £ 1.06, pop £ 0.80 and no music £ 0.53. (iv) Also, significant difference in spending on starters: classical £ 4.92, pop £ 4.04 and no music £3.93.

Conclusion: the playing of background music influences customer spending in a restaurant with classical music resulting in the greatest amount spent per person.

Example:

- Opportunity sample (393)

- 3 conditions (pop, classical, no music)

- 3 weeks at upmarket British restaurant

- Measured amount spent and time in restaurant

- Classical music had higher spend than pop music/no music

- Greatest spend in classical for all drinks

- Greatest spend in classical for coffee

Other appropriate responses should also be credited.

Use Table B: AO3 Analysis and evaluation to mark candidate responses to this question.

A range of issues could be used for evaluation.

These include:

- Named issue - ecological validity

The North et al. study has good ecological validity as it is conducted in the natural environment as a field experiment in a restaurant so the purchasing behaviour by the customers would be natural and it is typical to have music being played when you are eating dinner. In addition, classical/pop music/no music are played in restaurants, so this is an everyday life experience. However, this does mean it has less control of extraneous variables (e.g. whether the restaurant is busy on one day and relatively quiet on another). If the restaurant is very busy, service may be slower and therefore diners might not order dessert. Also they did not appear to get consent or debrief the participants. However, this is not a harmful study as the participants are just being monitored on how much they have spent, and confidentiality is maintained.

- Individual and situational explanations

The findings would suggest the specific situation the person is in (classical music resulting in more spending than pop music or no music) rather than something that is 'individual'. However, each individual diner will choose the food based on their preferences, budget for the meal, whether it is a special occasion, etc. Therefore, the study does show the situational factor (music) that is influencing the participant, but it is not suggesting that individual factors are irrelevant.

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8(b)

- Reductionism versus holism

The study/conclusions reached can be considered to be holistic as North et al. outlines three explanations for the behaviour of the diners (synergy, classical music preferred, classical music promoting upmarket atmosphere - this third conclusion is considered to be the most likely based on previous research). It could also be considered somewhat reductionist as very little qualitative data which could have shed some light on the conclusions reached by North et al. (e.g. if classical music was preferred).

- Determinism versus free-will

The findings of the study suggest that increased spending behaviour determined by the music playing in the background in the environment (environmental determinism). The findings of this study suggest that it is. However, clearly the diners have free-will as they choose their food based on preferences, budget, etc. It is likely that music influenced consumer spending but was not at the exclusion of free-will (i.e. soft, not hard determinism).

- Generalisations from findings

A large number of participants with a mix of genders means the results can be generalised. However, as it was an expensive restaurant it is likely the diners have a high disposable income. It was one restaurant in one city in the UK which limits generalisability of the findings.

- Validity

Good validity as the participants were unaware they were in a study, so their spending was natural. The data collected was mainly quantitative (amount spent) which is objective and improves validity. However, very little qualitative data was collected which lowers validity due to the lack of depth in the results to find out other reasons for the participants spending.

8(b)

Additional issues candidates may include:

- Reliability

- Ethics

- Quantitative and qualitative data

- Controls

- Objective data

Note - only credit these evaluation points if not discussed elsewhere in the response.

Other appropriate responses should also be credited.