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Specialist option: Consumer behaviour

Cambridge International papers 3 and 4: Specialist options · Lesson 2 of 4

Lesson 2 of 4

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Lesson 2 of 4 · Cambridge International papers 3 and 4: Specialist options

Specialist option: Consumer behaviour

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Explain psychological influences on consumer choice, including perception, attention, learning, memory, motivation, emotion and attitudes in consumer contexts.
Describe and evaluate theories and evidence about advertising effectiveness, persuasion and the communication of marketing messages.
Explain the role of branding, packaging and product design in shaping consumer expectations, preferences and purchasing behaviour.

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Evaluate consumer research evidence and methods in terms of validity, reliability, ethics, practical usefulness and the extent to which findings generalise across contexts and cultures.

Apply consumer psychology to unfamiliar business situations by interpreting consumer problems and recommending psychologically informed strategies for products, promotion, pricing or place.

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