'Field experiments on consumer behaviour conducted in one country, such as that on choice blindness by Hall et al. (2010), cannot be generalised to other countries.' To what extent do you agree with this statement? Use examples of research you have studied to support your answer.

Mark scheme

Marking points from the official mark scheme (Feb/Mar 2020). The mark or mark type is shown in brackets.

1. [12] Marks: use generic levels of response in table C.
2. [S] Syllabus: intuitive thinking and its imperfections: choice blindness (Hall et al., 2010)
3. [M] Most likely (any other appropriate responses should be credited):
4. [C] Can: There are many similarities between shopper behaviour in different countries.
5. [C] The cognitive processes of shoppers are the same, such as choice blindness
6. [C] Experiments anywhere can control many extraneous variables
7. [X] Cannot: Specific conditions created in one country cannot be recreated in a different country (e.g. outdoor temperatures, etc.)
8. [X] People are different: the reasons for shopping; different priorities, amounts of money, etc.
9. [X] Shops themselves are different: large malls, supermarkets.