Practise consumer psychology across retail environments, product choice, advertising and buying, applying named studies, research methods and debates to scenarios.
Shoppers' liking of a store exterior and intention to shop at that store can be influenced by window displays.
For one piece of psychological knowledge on which your plan is based:
Describe this psychological knowledge.
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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Explain how you used two features of this psychological knowledge to plan your study.
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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Wayfinding is affected by factors such as signs and 'you are here' maps.
For one piece of psychological knowledge on which your plan is based:
Describe this psychological knowledge.
Describe this psychological knowledge.
Syllabus: 2.2.1 wayfinding in shopping malls; factors affecting wayfinding such as signs and you are here maps, including a study, e.g. Dogu and Erkip (2000).
Answers are likely to include (other appropriate responses to be credited): Note: The study by Dogu and Erkip (2000) was a case study conducted in Turkey.
This article examines the factors that affect wayfinding behaviour of individuals in a shopping mall and explains how their behaviours are influenced by factors such as building configuration, visual accessibility, circulation systems, and signage. 'You are here' maps are said to affect wayfinding. Participants in the mall completed questionnaires with closed questions such as 'Every time I turn a corner, I know which direction I am facing. Answer choices included: always/sometimes/never. The results show that people did not find the signage system sufficient. Although they found the mall an easy setting from a wayfinding point of view, they still required better solutions to find specific destinations such as telephone booths, restrooms, or stores located in parts of the building that were not visually accessible.
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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Explain how you used two features of this psychological knowledge to plan your study.
(b)(i)
Describe this psychological knowledge.
Syllabus: 2.2.1 wayfinding in shopping malls; factors affecting wayfinding such as signs and you are here maps, including a study, e.g. Dogu and Erkip (2000).
Answers are likely to include (other appropriate responses to be credited): Note: The study by Dogu and Erkip (2000) was a case study conducted in Turkey.
This article examines the factors that affect wayfinding behaviour of individuals in a shopping mall and explains how their behaviours are influenced by factors such as building configuration, visual accessibility, circulation systems, and signage. 'You are here' maps are said to affect wayfinding. Participants in the mall completed questionnaires with closed questions such as 'Every time I turn a corner, I know which direction I am facing. Answer choices included: always/sometimes/never. The results show that people did not find the signage system sufficient. Although they found the mall an easy setting from a wayfinding point of view, they still required better solutions to find specific destinations such as telephone booths, restrooms, or stores located in parts of the building that were not visually accessible.
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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Outline 'satisficing' as a model of consumer decision-making.
Award 2 marks for an outline of the term/concept in context.
Award 1 mark for a basic outline of the term/concept.
Example:
This is where the consumer satisfies their needs and searches amongst available products until they find an
acceptable product. (1) This product is then purchased. (1)
They get approximately where they want to go and then stop and decide to purchase the product. (1) If you were shopping for a new dress you would try on a few and then
buy the one that seems 'good enough'. (2)
Other appropriate responses should also be credited.
2
Max 1 mark if no link made to consumer decision-making.
Explain how satisficing as a model of consumer decision-making is reductionist.
Award 2 marks for a detailed explanation.
Award 1 mark for a basic explanation.
Likely answers:
- Just considers the cognitive level of explanation - the
consumer decides what is 'good enough' based on their
attitude about the product and the comparison to a few other similar alternatives.
- Does not take into account other levels such as environmental (store environment).
- The cognitive level of explanation of being 'good
enough' does not explain why customers will spend
extensive amount of time researching alternative products, read reviews, etc. especially when it is a high
value item that the customer might have for a long time e.g. car.
- Does not consider environmental explanation/influences
- a good marketing campaign will increase sales of the products.
- Does not explain why consumers purchase products that are luxury, high end, branded products that are
expensive and are more than 'good enough'.
- Does not consider societal and cultural explanations -products that are endorsed by 'influencers' who are
convincing the customers that they want a product as
the influencer is 'selling' a lifestyle' rather than fulfilling a
need in the consumer. Consumers want these products as they are marketed as being more than good enough.
2
6(b)
For example,
This model is reductionist as it does not consider other levels of explanation such as environmental factors. (1) Some consumers may decide to purchase a product due to the layout and atmosphere of the store. (1)
The model does not explain impulse purchases where the consumer doesn't consider any alternatives so there is no opportunity for them to believe that the product they are about to purchase is good enough as there is no product to compare it to. (2)
Other appropriate responses should also be credited.
7
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.
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'.