Category: A2 – Consumer Psychology

Let’s learn how to answer the 4-marker application questions for in paper 3 for the consumer psychology option today!

Sample Question and Answer

The exterior design of the store is such that it contains many pots of different white and red colored roses.

After making her purchase, Kitty tells her sister Mimmy that she really liked the environment of the store and that she would like to visit it every few weeks to check out the collection of jeans there.

With reference to one study on types of store exterior design, explain Kitty’s response to the store. [4]

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Planning your answer–

1. Remember the name of the study on ‘types of store exterior design’
   • Mower et al.
2. Remember the findings of the study
   • Participants expressed liking of the external environment of the store and showed increased patronage intentions
     • Why?
       • The landscaping was large, containing flowers and ivy pots;
       • The window displays contained mannequin wearing a fashion outfit
3. Analogise to the ‘Kitty’ scenario
   • Kitty’s response – same as participants of the study;
   • Landscaping – “pots of different white and red roses”
   • Window displays – “posters and banners showing the latest trending jeans”

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Organising your answer-

1. State the relevant features of the Mower et al.’s study
2. Link them to the ‘Kitty’ scenario – bring about how the features are found in the scenario, using wording from the scenario

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Writing your answer-

Mower et al., in their study investigating the influence of window displays and landscaping on customers’ mood found that – (1) the presence of landscaping, containing pots of flowers and ivy; and (2) the presence of window displays containing a female manequinn wearing a fashionable outfit; increased liking of the external environment and patronage intentions. In the given scenario, (1) the presence of landscaping in the form of pots of white and red-coloured roses; and (2) the presence of window displays in the form of posters and banners showing the latest trending genes can explain Kitty’s response of telling her sister that she liked the environment of the store and that she would to visit it every few weeks.

Practice Exercises

Using the same planning and organisation suggested above, try to answer the following questions yourself-

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With reference to one study on background noise and taste, explain Winnie’s unusual experience of his meal. [4]

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With reference to one study on crowding and the PAD model, explain Mr. Bear’s response to the shopping experience. [4]