Explain what is meant by the 'disrupt-then-reframe' sales technique investigated by Kardes et al. (2007).

Mark scheme

Marking points from the official mark scheme (Feb/Mar 2020). The mark or mark type is shown in brackets.

1. [1-2] (a) Award 1 mark for a basic explanation of the term/concept. Award 2 marks for a detailed explanation of the term/concept. For example: This is where the potential customer is first distracted/disrupted by a slightly confusing piece of information (e.g. 'the price is now 100 eurocents'). (1) The customer is then given a positive piece of information about the item (e.g. 'that's a euro, what a bargain') (1). Other appropriate responses should also be credited.
2. [1-4] (b) Award 1-2 marks for a basic answer with some understanding of the topic area. Award 3-4 marks for a detailed answer with clear understanding of the topic area. For example: The consumer’s purchasing decision is a function of intention to perform the behaviour in question (1); the intention is based on attitude, subjective norm, and perceived behavioural control with respect to the purchase (1); and these factors are determined, respectively, by behavioural, normative, and control beliefs (1). The theory allows us to predict intentions and behaviour with respect to the purchase or use of a single brand or product as well as in relation to choice among different brands or products (1). Other appropriate responses should also be credited.
3. [5-6] (c) Level 3 (5–6 marks): Candidates will show a clear understanding of the question and will discuss at least two points regarding application. Candidates will provide a good explanation with clear detail.
4. [3-4] (c) Level 2 (3-4 marks): Candidates will show an understanding of the question and will discuss one point about application in detail or two or more in less detail. Candidates will provide a good explanation.
5. [1-2] (c) Level 1 (1-2 marks): Candidates will show a basic understanding of the question and will attempt a discussion. Candidates will provide a limited explanation.
6. [0] (c) Level 0 (0 marks): No response worthy of credit. Other appropriate responses should also be credited.
7. [6] (c) Points could include: Companies need to discover their (potential) customers’ intensions and attitudes toward their products. Once the company understands why a customer might want their product (e.g. it fulfils a specific need or aspiration) they can advertise their product to show how it might meet this need.
8. [6] (c) The company can alter the product in order to better meet the needs of their customers (e.g. making the food product more portable so that customers can take it with them).
9. [6] (c) Subjective norms – Companies could advertise the product showing that its brand is the most popular brand on the market. This would help to convince consumers to buy it as others perceive the product as being popular.
10. [6] (c) The model also explains that the consumer will consider their perceived control. Companies could make sure their products are available for purchase in the places that their consumers frequent (or online if appropriate).
11. [6] (c) Perceived control one of the issues could be a lack of money for the product. The company could also provide financial solutions to purchase their product and make these known to their customer (e.g. through advertising).
12. [6] (c) Perceived control – if the product is too expensive for their customer the company could attempt to produce the product using cheaper materials so they can lower the price.
13. [6] (c) The company could target their advertising more closely to their customer base (e.g. if it is mainly parents who buy a product, it could be advertised when they are likely to be watching television).