Practise system 1 and system 2 errors, Hall's choice blindness and advertising-memory interference, applying each mechanism to consumer evidence and debates.
Zahra works in a large store that sells a wide range of goods. She notices that customers in the store spend a long time looking at the computers, comparing prices and asking questions. She also notices that when customers select grocery items they only briefly look at what they put into their shopping trolley.
Explain one reason why the customers shopping for computers are using system 2 for decision-making.
Award 2 marks for an explanation with relation to the context. Award 1 mark for a basic explanation with relation to the context.
Example:
Definition system 2 (can be contextualised definition or not): The customers shopping for computers are using system 2 thinking as it involves effort and is thoughtful. (1)
Why using system 2 for decision-making for computer: Computers are an expensive purchase so the customer will want to spend time thinking about their purchase and comparing prices. (1) There are a lot of different types of computers and the customer will want to put in effort to make sure the computer they purchase meets their needs (e.g. has sufficient storage, software the customer needs). (1)
Other appropriate responses should also be credited.
2
Context = large store, shopping for computer versus shopping for groceries.
What is system 2 thinking = 1 mark
Link to why use system 2 for computers decision = 1 mark
Explain one reason why the customers shopping for groceries are using system 1 for decision-making.
Award 2 marks for an explanation with relation to the context. Award 1 mark for a basic explanation with relation to the context.
Example:
Definition system 1 (can be contextualised definition or not): The customers selecting their groceries are using thinking fast/system 1 as it is automatic and unconscious. (1)
Why using system 1 for decision-making for groceries: The customer doesn't need to put effort into choosing groceries as these are items they frequently purchase so they know which groceries they want. (1)
Other appropriate responses should also be credited.
2
Context = large store, shopping for computer versus shopping for groceries.
What is system 1 thinking = 1 mark Link to why use system 1 for groceries decision = 1 mark
Explain one problem with identifying whether a customer is using system 1 or system 2 for decision-making.
Award 2 marks for an explanation of one problem with
identifying system 1 / system 2 used by a customer.
Award 1 mark for a basic explanation of one problem with
Likely problems:
- Intuitive thinking/system 1 and 2 are cognitive processes so cannot be seen and have to be inferred.
- If the customer is observed to determine intuitive thinking, the behaviour of the customer may not match their type of thinking (e.g. they may be spending a long time looking at a product, but they are distracted and are thinking about something other than whether to buy the product).
- Customers can be asked in either an interview or questionnaire about their thinking about a product prior to purchase but this is subjective data and open to social desirability (might not want to admit system 1 thinking for an expensive product).
- If the responses are qualitative, it is open to bias/misunderstanding/difficulties with explaining
thoughts.
- All lower the validity of identifying the correct type.
2
7(b)
Example:
One problem with identifying whether the customer is using system 1 or 2 is that these thoughts are private and to access them inferences must be made from what the customer says and/or does. (1) Responses from customers as well as their behaviour can be misinterpreted, and the incorrect thinking style applied. (1) For example, a customer is seen to spend a long time looking at similar products before purchasing one but in fact they were distracted while browsing and just selected the first product that looked good to them. (1)
Other appropriate responses should also be credited.