Psychology and health Despite many campaigns, people still suffer serious head injuries because they do not wear a protective helmet when riding a bicycle.

Mark scheme

Marking points from the official mark scheme (May/June 2018). The mark or mark type is shown in brackets.

1. Marks: use generic levels of response Design a study question part (a).
2. Additional: Candidates should design the study showing evidence of design features appropriate to the named method. The named method is: any appropriate method but must include fear arousal campaign.
3. Typical features: ∞ Experiments: type, IV, DV, controls, experimental design.
4. ∞ Observations: type, setting, response categories, sampling frame, number of observers.
5. ∞ Questionnaires/Interviews: type, setting, example questions. Scoring/rating scale, analysis of responses.
6. Typical features of research methodology: sampling technique and sample, type of data, ethics, reliability, validity, data analysis.
7. Marks: use generic levels of response ‘Design a study' question part (b). Note: If only methodological or psychological explanation is provided max 5 marks.
8. Candidates are expected to explain the reasons for the suggested design in part (a). Explanation should be both psychological and methodological. Psychological to include appropriate theory or research.
9. Additional: candidates are expected to justify their decisions or evidence presented regarding the design made in answer to question part (a).
10. Syllabus: strategies for promoting health: fear arousal (Janis and Feshbach, 1953; Cowpe, 1989).
11. Psychological: Janis and Feshbach used a fear arousal campaign (three levels of fear) to raise awareness of dental hygiene. Minimal fear was most effective. Candidates may refer to the Dannenberg et al. (1993) study on cycle helmet use in the USA (Maryland). Here the law was changed and an 'educational campaign' implemented.
12. Candidates may also refer to the Yale model of Communication where the characteristics of the message (maybe to arouse fear) may apply.
13. Methodological: explanation of method using typical features as above.