The physical environment: past paper questions
Real questions on the physical environment
The newest 20 of 76 written questions. Open one to see it on the real paper.
- 9990/31 · May/June 2026 · Q7a[4]
Suggest two ways that Jing could improve the store’s retail atmospherics, other than by using music. You must refer to at least one study that investigates the effect of retail atmospherics in your response.
See it on the paper → - 9990/32 · February/March 2026 · Q5a[2]
Suggest two features that Samira could include on the map to help customers with wayfinding in the shopping mall.
See it on the paper → - 9990/32 · February/March 2026 · Q5b[2]
For one of the features suggested in 5(a), explain why this would improve customers’ wayfinding in the shopping mall.
See it on the paper → - 9990/32 · February/March 2026 · Q7a(i)[2]
Suggest what response customers on a date will report about the effect of the table spacing on their dining experience.
See it on the paper → - 9990/32 · February/March 2026 · Q7a(ii)[2]
Suggest what response customers dining for business purposes will report about the effect of the table spacing on their dining experience.
See it on the paper → - 9990/31 · October/November 2025 · Q7b[2]
Explain one problem that psychologists may have when investigating shoppers’ spatial behaviour patterns.
See it on the paper → - 9990/32 · October/November 2025 · Q5[4]
Clive is the manager of a shopping mall. He is aware of the pleasure-arousal-dominance (PAD) model. Clive wants to use a pleasant odour in the mall. Suggest two effects this pleasant odour could have on shoppers.
See it on the paper → - 9990/32 · October/November 2025 · Q6a[2]
Outline the nomothetic approach, including an example from the effect of sound on consumer behaviour.
See it on the paper → - 9990/32 · October/November 2025 · Q6b[2]
Explain one strength of using a nomothetic approach in psychology.
See it on the paper → - 9990/33 · October/November 2025 · Q7a(i)[2]
Identify which type of shopper spatial behaviour pattern would be most appropriate to describe: • Zelda • Louis.
See it on the paper → - 9990/33 · October/November 2025 · Q7a(ii)[2]
Frank is a different type of shopper from Zelda and Louis. He shows a different spatial behaviour pattern. Suggest how Frank could behave in the supermarket.
See it on the paper → - 9990/33 · October/November 2025 · Q7b[2]
Explain one problem that psychologists may have when investigating shoppers’ spatial behaviour patterns.
See it on the paper → - 9990/33 · May/June 2025 · Q5[4]
A shop has been receiving complaints about their virtual store layout. The shop currently has a racetrack layout. Suggest two ways that the shop could change their virtual store layout that could reduce complaints.
See it on the paper → - 9990/43 · May/June 2025 · Q9c(iii)[2]
Explain one reason for your choice of sampling technique. Consumer Psychology
See it on the paper → - 9990/32 · February/March 2025 · Q5[4]
A restaurant has a noisy kitchen, which can be heard by the customers. Suggest how the noise from the kitchen may affect perception of food by the customers.
See it on the paper → - 9990/32 · February/March 2025 · Q8a[6]
Describe the study by Robson et al. (2011) on consumers’ responses to table spacing in restaurants.
See it on the paper → - 9990/31 · October/November 2024 · Q8a[6]
Describe what psychologists have discovered about consumer behaviour and personal space: • personal space at restaurant tables (including Hall’s four zones), and • overload, arousal and behaviour constraint.
See it on the paper → - 9990/31 · October/November 2024 · Q10a[2]
Outline what is meant by free-will, including an example from positive psychology.
See it on the paper → - 9990/32 · October/November 2024 · Q8a[6]
Describe what psychologists have discovered about retail atmospherics: • model of effects of ambience: Mehrabian and Russell’s pleasure‑arousal‑dominance (PAD) model, and • the effects of odour on shopper pleasure‑arousal‑dominance.
See it on the paper → - 9990/32 · October/November 2024 · Q8b[10]
Evaluate what psychologists have discovered about retail atmospherics: • model of effects of ambience: Mehrabian and Russell’s pleasure‑arousal‑dominance (PAD) model, and • the effects of odour on shopper pleasure‑arousal‑dominance, including a discussion of quantitative and qualitative data. Evaluation in your answer...
See it on the paper →
What examiners said
Comprehensive responses • You are here map, signage and numbering or colour coding of types of stores on the map were often identified with good understanding of wayfinding in the shopping mall. Limited responses • Some candidates confused the meaning of wayfinding in the shopping mall with general features not related to maps, such as building a landmark in the shopping mall.
— Examiner report, February/March 2026, 9990/32 Q5(a) (Cambridge)
Comprehensive responses • Comprehensive responses used one of the features suggested in part (a) and could explain why this would improve customers’ wayfinding in the shopping mall. For example, how this makes it easier for the shoppers with some explanation or detail of why this would improve wayfinding (would aid shoppers in planning their route by using the map). Limited responses • Some candi...
— Examiner report, February/March 2026, 9990/32 Q5(b) (Cambridge)
Comprehensive responses • Most candidates demonstrated understanding of customer responses in the context of a date. Some responses included brief suggestions, such as noting that the experience felt less private or that it was associated with higher levels of stress or discomfort. • Other response gave one suggestion in some detail. Limited responses • One suggestion given briefly such as lack o...
— Examiner report, February/March 2026, 9990/32 Q7(a)(i) (Cambridge)
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