Explain what is meant by 'attention and shelf position' and its effect on product choice.

Mark scheme

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

1. [1-2] Award 1 mark for a basic explanation of the term/concept. Award 2 marks for a detailed explanation of the term/concept.
2. [criterion] For example: This is investigating the effect of gaze on product choice. Evidence shows that consumers are more likely to gaze for longer at products in the middle of an array of goods and therefore more likely to then buy this product.
3. [criterion] Other appropriate responses should also be credited.
4. [1-2] Award 1-2 marks for a basic answer with some understanding of the topic area.
5. [3-4] Award 3–4 marks for a detailed answer with clear understanding of the topic area.
6. [criterion] For example: The model is structured around a seven point decision process: need recognition followed by a search of information both internally and externally, the evaluation of alternatives, purchase, post purchase reflection and finally, divestment. These decisions are influenced by two main factors. Firstly stimuli is received and processed by the consumer in conjunction with memories of previous experiences, and secondly, external variables in the form of either environmental influences or individual differences. The environmental influences identified include: culture; social class; personal influence; family and situation. While the individual influences include: consumer resource; motivation and involvement; knowledge; attitudes; personality; values and lifestyle
7. [criterion] Other appropriate responses should also be credited.
8. [criterion] Strengths: Holistic nature of the model
9. [criterion] Strengths: Application/usefulness to companies to improve sales
10. [criterion] Strengths: Techniques/advertising that take into account the consumer decision making process
11. [criterion] Weaknesses: Unrealistic nature of the model
12. [criterion] Weaknesses: Cultural bias
13. [criterion] Weaknesses: Deterministic nature of the model
14. [criterion] Weaknesses: Reductionist nature of the model
15. [criterion] Weaknesses: Lack of evidence to support the model
16. [Level 3 (5-6 marks)] Candidates will show a clear understanding of the question and will outline one strength and one weakness. Candidates will provide a good explanation with clear detail.
17. [Level 2 (3-4 marks)] Candidates will show an understanding of the question and will outline one appropriate weakness in detail or one appropriate strength in detail. Candidates will provide a good explanation.
18. [Level 1 (1-2 marks)] Candidates will show a basic understanding of the question and will attempt an outline of either a strength or a weakness. Candidates will provide a limited explanation.
19. [Level 0 (0 marks)] No response worthy of credit.
20. [criterion] Other appropriate responses should also be credited.