'Determinism: Retail ambience may affect shoppers' emotional states, but does not determine their reason to shop.' 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. [12] Determines: this is architectural determinism. It does influence the emotional state of the consumer, which in turn causes behavioural changes, both positive (approach, buy more, stay longer etc.) and negative (avoid, buy less, leave earlier etc.);
2. [12] Determines: Mehrabian and Russell (1974) propose the Pleasure/Arousal/Dominance ('PAD') model, the emotions experienced by shoppers;
3. [12] Determines: Lazarus (1991) A stimulus in the environment/situation can be consciously or unconsciously processed (our appraisal of it) and this leads us to be aroused and experience emotion. This is the cognition-emotion model;
4. [12] Determines: The emotion-cognition model also applies as does Bitner's 'serviscape'.
5. [12] Does not determine: people can exercise their free-will and make a choice about the environment/store they choose to shop in;
6. [12] Does not determine: there are many other factors that determine people's emotions rather than just the retail atmosphere (e.g. it is close to home);
7. [12] Does not determine: atmospheres may attract a person to a store/mall, but it is factors associated with the product (such as cost) that determine whether people will make a purchase.
8. [12] Conclusion: any appropriate conclusion drawn from the discussion that has been presented. (1 mark)