Practise explaining how advertising interacts with consumer attention, attitudes and behaviour with CAIE Psychology AS questions and mark schemes.
From the key study by Snyder and DeBono (1985) on consumer personality and advertising:
Describe the procedure of study 3 .
Describe the procedure of study 3.
Syllabus: 2.5.2 Key study on consumer personality and advertising: Snyder and DeBono (1985), focus on study 3, specifics of methodology for study 1 and study 2 will not be needed.
Award 4 marks for a detailed explanation decreasing to 1 mark for a partial explanation.
Definitive answer:
- participant called using telephone
- explanation of reason for study (shampoo)
- one of two messages randomly allocated (i) image message or (ii) quality message
- two questions asked (i) willingness to use shampoo 5-point scale (definitely not to definitely yes) (ii) willingness to try shampoo in percentages 0\% not at all to 100\% definitely willing.
NOTE: 0 marks for sample/sampling technique or assessing self-monitoring score