Practise explaining how product packaging and positioning influence consumer behaviour with CAIE Psychology AS questions and mark schemes.
From the key study by Becker et al. (2011) on food package design:
Describe two of the dependent measures (variables) used in this study.
Describe two of the dependent measures (variables) used in this study.
Syllabus: 2.4.1 Key study on food package design and taste perceptions: Becker et al. (2011).
Award 2 marks for a detailed description.
Award 1 mark for a partial description.
Definitive answers:
- taste intensity evaluation (1) (sharp, bitter and mild) were measured on a 7-point scale (2)
- product evaluation ( 1 ) measuring attitudes towards the product (superior, eye-catching, high-quality) measured on a 7 -point scale (2)
- price expectation ( 1 ) measured by asking 'what they thought the price would be' (measures in Euros) (2)
NOTE: 7 point scale: 'not at all' to 'very much so'.