You must answer one question from this section. Psychology and consumer behaviour

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2020). 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: experiment.
3. Typical features: Experiments: type, IV, DV, controls, experimental design.
4. General features of research methodology: sampling technique & sample, type of data, ethics, reliability, validity, data analysis.
5. Logically candidates will have an 'eye-magnet' condition and a non-eye magnet condition (IV) and using eye tracking compare the two movement patterns, the DV. Controls should be applied: one type of magnet such as font, controlling colour, graphics and borders.
6. Marks: use generic levels of response 'Design a study' question part (b).
7. 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.
9. Psychological to include appropriate theory or research.
10. Additional: candidates are expected to justify their decisions or evidence presented regarding the design made in answer to question part (a).
11. Syllabus: menu design psychology – eye movement patterns, framing and common menu mistakes (Pavesic, 2005)
12. Psychological:
13. Quote from study: This is the typical eye movement over a three panel, two-fold menu; however, the pattern of eye movement is not fixed and can be altered and directed by 'eye magnets'. Eye magnets are little graphic techniques that will attract the eye and guest's attention.
14. Some of the best examples are graphic boxes around menu items. Gaze motion patterns will vary according to the page format, graphics, layout and number of folds in the menu. Different styles of type fonts can be used as eye magnets. The use of colour in the font, graphics, and borders can also be used to attract attention.
15. Note: 2 marks max if psychological knowledge is not related to answer.
16. Methodological: explanation of method using general and specific features as above.