Read the information below. An advertising agency wants people to choose a low-sugar drink. It is considering two messages: Message A says, "Join millions c...
Question 1 Report
Read the information below. An advertising agency wants people to choose a low-sugar drink. It is considering two messages: Message A says, "Join millions choosing less sugar"; Message B says, "Your friends expect healthy choices." The agency will test purchase behaviour in 24 matched cafés.
(a) Name the form of social influence targeted by Message A. [1]
(b) Name the form of social influence targeted by Message B. [1]
(c) Describe a suitable method for allocating cafés to the two messages. [2]
(d) Explain why matched cafés may improve the study. [2]
(e) Evaluate the use of purchase records as a measure of the campaign's effect on health behaviour. [3]
Answer Details
(a) Informational social influence / descriptive social norm [1] (b) Normative social influence / injunctive social norm [1] (c) Match cafés on relevant features, such as typical customer number and location [1]; randomly allocate one café from each pair to Message A and the other to Message B [1]. (d) Matching reduces differences between cafés that could affect sales [1]; therefore any difference is more likely to be due to the message, improving internal validity [1]. (e) Purchase records are objective and avoid demand characteristics in self-report [1]; however, buying a drink does not show that it was consumed or that long-term health changed [1]; prices, stock, weather, or promotions could also affect purchasing [1].
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