Consumer psychology — AS & A Level Psychology (9990) questions by topic
Consumer psychology essays and short-answer questions cover marketing theory such as involvement, designing a study to test which of the 4 Ps most affects buying decisions, retail and virtual store layout research, and evaluating consumer personality alongside advertising, worth from 4 up to 24 marks for the longest evaluation questions.
Explain, suggest, outline, describe and evaluate are the command words to watch, with outline needing a brief but accurate account and evaluate demanding weighed judgement. This page draws on 93 real questions from 2023 to 2025 papers. Because named studies like Kohli et al. on slogans have to be applied precisely, drafting an answer and getting it instantly marked shows fast whether the design or evaluation has strayed from the specific study required.
What examiners look for
- A recurring criticism is confusing jingle slogans, which involve music playing alongside spoken slogans, with slogans actually set to music.
- Examiners repeatedly note candidates writing about a different study altogether, such as North et al. on music in restaurants, when jingle slogans were required.
- Reports flag answers that merely repeat question wording, such as saying 'individual explanation refers to the individual', without further explanation.
- A common error is giving a strength and weakness of consumer personality and advertising without relating either back to the question asked.
- Strong answers grounded study designs in named research, such as Kohli et al.'s work on effective slogans, and clearly distinguished individual ('innate', 'personality') from situational ('environment') explanations of overload.
May–June 2025, Paper 31
A shop has been receiving complaints about their virtual store layout. The shop currently has a racetrack layout. Suggest two ways that the shop could change their virtual store…
Answer this question and get it marked →Outline what is meant by free-will, including an example from thinking slow (system 2) in consumer decision-making. [2]
Answer this question and get it marked →Sally and Dan want to buy new running shoes. They go to many stores and consider lots of different shoes. Sally returns to the first shop and buys her running shoes. Even though…
Answer this question and get it marked →Describe what psychologists have discovered about: - gift-wrapping including beliefs of giver and recipient, and - attention and shelf position. [6]
Answer this question and get it marked →May–June 2025, Paper 32
Company B sells bicycles. An advisor has recommended that the staff at Company B use competitor-focused sales techniques to increase sales. Suggest two ways that Company B's staff…
Answer this question and get it marked →After buying a product, consumers can be affected by post-purchase cognitive dissonance, which can be applied to everyday life. Outline what is meant by 'post-purchase cognitive…
Answer this question and get it marked →Outline which model of consumer decision-making has been suggested by Steven. Justify your answer. [2]
Answer this question and get it marked →Describe: - a study on any type of advertising media, and - Lauterborn's 4 Cs marketing mix model. [6]
Answer this question and get it marked →May–June 2025, Paper 33
A shop has been receiving complaints about their virtual store layout. The shop currently has a racetrack layout. Suggest two ways that the shop could change their virtual store…
Answer this question and get it marked →Outline what is meant by free-will, including an example from thinking slow (system 2) in consumer decision-making.
Answer this question and get it marked →Sally and Dan want to buy new running shoes. They go to many stores and consider lots of different shoes. Sally returns to the first shop and buys her running shoes. Even though…
Answer this question and get it marked →Describe what psychologists have discovered about: - gift-wrapping including beliefs of giver and recipient, and - attention and shelf position.
Answer this question and get it marked →May–June 2025, Paper 41
From the key study by Robson et al. (2011) on consumers' responses to table spacing: Participants were asked 'how you would feel about being seated at this table'. One of the…
Answer this question and get it marked →Outline what is meant by brand awareness.
Answer this question and get it marked →Plan a study using a field experiment to investigate the effect of food name on menu item choice. Your plan must include details about: - type(s) of data - dependent variable.
Answer this question and get it marked →May–June 2025, Paper 42
The key study by North et al. (2003) expected participants to spend more money in the classical music condition than in the pop music condition. State what was found about total…
Answer this question and get it marked →Explain what is meant by the term 'wayfinding' when in a shopping mall.
Answer this question and get it marked →Plan a study using an interview to investigate the effect of background noise on the taste of food eaten at an outdoor market. Your plan must include details about: • interview…
Answer this question and get it marked →May–June 2025, Paper 43
From the key study by Robson et al. (2011) on consumers' responses to table spacing: Participants were asked 'how you would feel about being seated at this table'. One of the…
Answer this question and get it marked →Outline what is meant by brand awareness.
Answer this question and get it marked →Plan a study using a field experiment to investigate the effect of food name on menu item choice. Your plan must include details about: - type(s) of data - dependent variable.
Answer this question and get it marked →May–June 2024, Paper 31
Snyder and DeBono (1985) found that high self-monitors and low self-monitors have different preferences for advertising strategies. This finding could be used for advertising…
Answer this question and get it marked →Outline 'satisficing' as a model of consumer decision-making. [2]
Answer this question and get it marked →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…
Answer this question and get it marked →Describe what psychologists have discovered about: - the features of menu design which have positive and negative impacts, and - the effect of food name on menu item choice. [6]
Answer this question and get it marked →May–June 2024, Paper 32
A pizza restaurant is redesigning its menu to encourage more purchases of mushroom pizza. Suggest two menu design features that could help to sell more mushroom pizzas. [4]
Answer this question and get it marked →Outline what is meant by 'individual and situational explanations'. [2]
Answer this question and get it marked →Customers at a supermarket frequently purchase one tin of tomatoes at a time. The manager of the supermarket wants to encourage customers to buy multiple tins of tomatoes. Suggest…
Answer this question and get it marked →Describe the study by North et al. (2003) on musical style and restaurant customers' spending. [6]
Answer this question and get it marked →May–June 2024, Paper 33
Suggest one advertising strategy for winter coats that would appeal to high self-monitors.
Answer this question and get it marked →Outline 'satisficing' as a model of consumer decision-making.
Answer this question and get it marked →Explain one reason why the customers shopping for computers are using system 2 for decision-making.
Answer this question and get it marked →Describe what psychologists have discovered about: • the features of menu design which have positive and negative impacts, and • the effect of food name on menu item choice.
Answer this question and get it marked →May–June 2024, Paper 41
From the key study by Becker et al. (2011) on food package design: Describe two of the dependent measures (variables) used in this study.
Answer this question and get it marked →Outline one type of store interior design.
Answer this question and get it marked →Shoppers’ liking of a store exterior and intention to shop at that store can be influenced by window displays. Plan an interview to investigate the effectiveness of different…
Answer this question and get it marked →May–June 2024, Paper 42
From the key study by Snyder and DeBono (1985) on consumer personality and advertising: Describe the procedure of study 3.
Answer this question and get it marked →The central gaze cascade effect in positioning a product has been investigated using eye-tracking. Outline the findings of one study that has used eye-tracking to investigate the…
Answer this question and get it marked →Plan a study using a face-to-face interview to investigate the effectiveness of the ‘disrupt-then-reframe’ sales technique. Your plan must include details about: - question format…
Answer this question and get it marked →May–June 2024, Paper 43
From the key study by Becker et al. (2011) on food package design: Describe two of the dependent measures (variables) used in this study.
Answer this question and get it marked →Outline one type of store interior design.
Answer this question and get it marked →Shoppers’ liking of a store exterior and intention to shop at that store can be influenced by window displays. Plan an interview to investigate the effectiveness of different…
Answer this question and get it marked →October–November 2024, Paper 31
An online grocery retailer currently uses a grid layout in its virtual store. Suggest two effects on customers if the store changes to a freeform layout in its virtual store. [4]
Answer this question and get it marked →Outline one example of how psychologists can use children in psychological research when investigating the topic of brand awareness and recognition. [2]
Answer this question and get it marked →Priya is the new manager of a restaurant. She believes that the introduction of background music at the restaurant will improve the atmosphere. Suggest two features of the…
Answer this question and get it marked →Describe what psychologists have discovered about consumer behaviour and personal space: • personal space at restaurant tables (including Hall's four zones), and • overload,…
Answer this question and get it marked →October–November 2024, Paper 32
A mobile phone manufacturer wants to advertise a new phone. Advertisers propose creating an advertisement that is similar in design to advertisements for competitors' similar…
Answer this question and get it marked →Outline the reductionism versus holism debate. [2]
Answer this question and get it marked →Mariyah's car has broken down and she needs to buy a new car. Describe two stages Mariyah would go through in buying a new car, using the Engel Kollat Blackwell model of buyer…
Answer this question and get it marked →Describe what psychologists have discovered about retail atmospherics: • model of effects of ambience: Mehrabian and Russell's pleasure-arousal-dominance (PAD) model, and • the…
Answer this question and get it marked →October–November 2024, Paper 33
An online grocery retailer currently uses a grid layout in its virtual store. Suggest two effects on customers if the store changes to a freeform layout in its virtual store.
Answer this question and get it marked →Outline one example of how psychologists can use children in psychological research when investigating the topic of brand awareness and recognition.
Answer this question and get it marked →Priya is the new manager of a restaurant. She believes that the introduction of background music at the restaurant will improve the atmosphere. Suggest two features of the…
Answer this question and get it marked →Describe what psychologists have discovered about consumer behaviour and personal space: • personal space at restaurant tables (including Hall's four zones), and • overload,…
Answer this question and get it marked →October–November 2024, Paper 41
Outline the sample of participants used in this study.
Answer this question and get it marked →Explain what is meant by a 'customer-focused' sales technique.
Answer this question and get it marked →Plan a study using a questionnaire with closed questions to investigate the effectiveness of multiple unit pricing on purchases from a supermarket. Your plan must include details…
Answer this question and get it marked →October–November 2024, Paper 42
Describe the two parts of the online questionnaire used in this study.
Answer this question and get it marked →Outline how an EEG can be used to investigate how people respond to advertising media.
Answer this question and get it marked →Plan a study using a postal questionnaire to investigate the 'explorer' type of spatial behaviour pattern of shoppers. Your plan must include details about: - sampling technique -…
Answer this question and get it marked →October–November 2024, Paper 43
Outline the sample of participants used in this study.
Answer this question and get it marked →Explain what is meant by a 'customer-focused' sales technique.
Answer this question and get it marked →Plan a study using a questionnaire with closed questions to investigate the effectiveness of multiple unit pricing on purchases from a supermarket. Your plan must include details…
Answer this question and get it marked →May–June 2023, Paper 31
Identify two shopper movement patterns from the study by Gil et al. (2009). [2]
Answer this question and get it marked →Describe what psychologists have discovered about retail/leisure environment design (retail store architecture, leisure environments, store interior layout). [8]
Answer this question and get it marked →May–June 2023, Paper 32
Vrechopoulos (2004) investigated virtual interior layouts of grocery stores. Outline the 'grid' store layout. You may include a diagram in your answer. [2]
Answer this question and get it marked →Describe what psychologists have discovered about 'buying the product' (theory of planned behaviour, black box model, consumer decision model). [8]
Answer this question and get it marked →May–June 2023, Paper 33
Identify two shopper movement patterns from the study by Gil et al. (2009).
Answer this question and get it marked →Describe what psychologists have discovered about retail/leisure environment design (retail store architecture, leisure environments, store interior layout).
Answer this question and get it marked →May–June 2023, Paper 41
Hall et al. (2010) conducted a field experiment using an opportunity sample at a supermarket to investigate choice blindness. Participants tasted jam or smelled tea. They were…
Answer this question and get it marked →Colour can be associated with specific products, but colour can also be used where products are displayed in places such as supermarkets. Design a study using an interview to…
Answer this question and get it marked →'Choice heuristics, such as availability and representativeness, are irrelevant in consumer decision-making when consumers make decisions about purchasing goods.' To what extent…
Answer this question and get it marked →May–June 2023, Paper 42
Suggest how one ethical guideline could have been followed in this study.
Answer this question and get it marked →Advertising can be made more effective using a slogan. Two kinds of slogans are 'jingle slogans' (slogans with music) and 'non-jingle slogans' (slogans without music). Design a…
Answer this question and get it marked →'It is essential to collect both qualitative and quantitative data when conducting studies about the effect of brand recognition in children.' To what extent do you agree with…
Answer this question and get it marked →May–June 2023, Paper 43
Hall et al. (2010) conducted a field experiment using an opportunity sample at a supermarket to investigate choice blindness. Participants tasted jam or smelled tea. They were…
Answer this question and get it marked →Colour can be associated with specific products, but colour can also be used where products are displayed in places such as supermarkets. Design a study using an interview to…
Answer this question and get it marked →'Choice heuristics, such as availability and representativeness, are irrelevant in consumer decision-making when consumers make decisions about purchasing goods.' To what extent…
Answer this question and get it marked →October–November 2023, Paper 31
Outline 'behaviour constraint' in consumer theories of personal space. [2]
Answer this question and get it marked →Describe what psychologists have discovered about consumer decision-making (models, strategies, marketing theories). [8]
Answer this question and get it marked →October–November 2023, Paper 32
Outline 'involvement' as a marketing theory (Richarme, 2005). [2]
Answer this question and get it marked →Describe communication and advertising models (changing attitudes and models of communication, AIDA model, hierarchy of effects model). [8]
Answer this question and get it marked →October–November 2023, Paper 33
Outline 'behaviour constraint' in consumer theories of personal space. [2]
Answer this question and get it marked →Describe what psychologists have discovered about consumer decision-making (models, strategies, marketing theories). [8]
Answer this question and get it marked →October–November 2023, Paper 41
Explain what is meant by a 'review of studies' as conducted by Turley and Milliman.
Answer this question and get it marked →Design a study using a questionnaire to investigate which of these four concepts has most effect on consumer behaviour.
Answer this question and get it marked →'If playing one type of music at one open air market stall increases the amount of money spent, this finding can be generalised to all open air market stalls.' To what extent do…
Answer this question and get it marked →October–November 2023, Paper 42
Explain what is meant by the term 'central gaze cascade effect' in this study.
Answer this question and get it marked →Design an experiment to investigate which eye magnet leads to the most increased orders.
Answer this question and get it marked →'If space between restaurant tables is too small it will always cause overload, arousal and behaviour constraint in customers.' To what extent do you agree with this statement?…
Answer this question and get it marked →October–November 2023, Paper 43
To investigate the topic of retail store architecture, Turley and Milliman (2000) reviewed sixty studies of atmospheric effects on shoppers. They referred to five 'atmospheric…
Answer this question and get it marked →McCarthy's marketing mix model includes four concepts related to advertising: product, price, place, promotion (The 4 Ps). Design a study using a questionnaire to investigate…
Answer this question and get it marked →'If playing one type of music at one open air market stall increases the amount of money spent, this finding can be generalised to all open air market stalls.' To what extent do…
Answer this question and get it marked →Other AS & A Level Psychology topics
- Research methods (146)
- Clinical psychology (94)
- Health psychology (93)
- Organisational psychology (93)
- Biological approach (38)
- Cognitive approach (37)
- Learning approach (36)
- Social approach (31)