You must answer one question from this section. Psychology and consumer behaviour 'Determinism: retail store architecture controls how shoppers behave.' 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 (Oct/Nov 2020). The mark or mark type is shown in brackets.

1. Marks: use generic levels of response in table C.
2. Syllabus: A2 issue of determinism. Also relevant: retail store architecture (Turley and Milliman, 2000); leisure environments (Finlay et al., 2006); store interior layout (Vrechopoulos, 2004)
3. Most likely (any other appropriate responses should be credited):
4. Determines:
5. This is architectural determinism. It does influence customers.
6. Finlay et al. studied the effect on gambling of different gambling environments.
7. Vrechopoulos found the effect on shopper behaviour of different store layout designs.
8. Turley and Milliman report on various 'atmospheres': lighting, smell, etc. that influence purchase decisions.
9. Does not determine:
10. People can exercise their free-will and make a choice about the environment they choose to shop in.
11. The Friedman casino design focused on the product (machine) believing it to be more important than the 'atmosphere'.
12. Atmospheres may attract a person to a store/mall, but it is factors associated with the product (such as cost) that determines whether people will make a purchase.