CAIE A-Level Psychology A2 2.1 The Physical Environment Questions
Practise applying physical environment psychology to shops and restaurants, from layouts and sound to odour, ambience and spending.
- Syllabus
- 2028–2030
- Course
- Psychology 9990
- Level
- A2
Exam points
- suggest changes to grid, freeform or racetrack layouts using a given retail scenario
- explain how restaurant noise or music may affect taste perception or spending
- apply the PAD model to predict shopper responses to odour or ambience
Covered syllabus points
Question 1
[Maximum number: 8]
Shoppers' liking of a store exterior and intention to shop at that store can be influenced by window displays.
Question (a)
(a)
For one piece of psychological knowledge on which your plan is based:
[ 8 ]
Question (i)
(i)
Describe this psychological knowledge.
[ 4 ]
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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Question (ii)
(ii)
Explain how you used two features of this psychological knowledge to plan your study.
[ 4 ]
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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Question 2
[Maximum number: 2]
From the key study by North et al. (2003) on musical style and restaurant customers' spending:
Outline two variables within the restaurant that were controlled, other than the music CDs.
Outline two variables within restaurant that were controlled, other than the music CDs.
Syllabus: 2.1.2 Key study on musical style and restaurant customers' spending: North et al. (2003).
Marks: Award 1 mark for each outline.
Definitive answers:
- lighting (was kept at the same levels throughout the study)
- decoration (was not changed)
- temperature (was maintained at a constant temperature)
- menu (was not changed, such as an increase in prices, or items)
- the waitress, gathering data, was always the same
Note: any other aspect scores no marks (especially music).
Question 3
[Maximum number: 8]
Question (a)
(a)
Outline one type of store interior design.
[ 2 ]
Outline one type of store interior design.
Syllabus: 2.1.1 types of store interior design including grid, freeform and racetrack layouts;
Award 2 marks for a detailed outline.
Award 1 mark for a partial outline.
Definitive answer:
- Grid: a rectangular arrangement of displays with long aisles that run parallel to one another (1). This makes efficient use of selling space with increased product display space. Shopping is simplified with clear, distinct traffic aisles. However, the customer is forced to follow a certain path in the store (2).
- Free form: arranges displays and aisles in a free-flowing and asymmetric pattern (1) using different sizes, shapes, and styles of displays. It is used by large department stores to increase the time spent in the store (2).
- Racetrack/boutique: arrangement is in individual, semi-separate areas, each built around a theme to create an unusual, interesting and entertaining shopping experience (1). The design leads customers through specific paths to visit as many sections as possible. It encourages impulse purchasing (2).
Question (b)
(b)
Suggest how store interior design can be investigated, other than by using virtual store layouts.
[ 2 ]
Syllabus: 2.1.1 use of virtual store layouts, including a study, e.g. Vrechopoulos et al. (2004).
Award 2 marks for an appropriate suggestion stated and applied to study with detail / elaboration / example.
Award 1 mark for an appropriate suggestion identified but not applied.
Answers may include:
- Conduct a field experiment: participants can be exposed to different layouts (IV) and complete various tasks (DV) or are then asked about their experiences and/or feelings/satisfaction.
- Give a questionnaire or interview to determine shopping experiences based on what people think about different layout options.
- Conduct an observation in various layout options and record time taken to find an item/negotiate the store (this would be most difficult of the three) but no data on experiences/satisfaction.
Other appropriate responses to be credited.
Question (c)
(c)
Explain two weaknesses of using virtual store layouts to study store interior design.
[ 4 ]
Explain two weaknesses of using virtual store layouts to study store interior design.
Up to 2 marks for each weakness ×2.
Award 2 marks for an appropriate weakness stated and applied as required by the question with detail / elaboration / example.
Award 1 mark for an appropriate weakness stated but not applied.
Answers may include:
- VR may have side effects such as simulator sickness - dizziness, nausea, headache and eyestrain (1) which does not happen in a real store (2).
- VR isn't real. To what extent can studies using VR be generalised? (1) A real store provides real feedback regarding shape, size - can walk around in 'real space' (2).
- VR excludes idiothetic input and other variables such as smell (1) which are all present in a real store, whatever the layout (2).
Other appropriate responses to be credited.
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