| TRUE | if the statement agrees with the information |
| FALSE | if the statement contradicts the information |
| NOT GIVEN | if there is no information on this |
Have you ever noticed that when you walk into a shop, you tend to look over or veer to the right? Consumer psychologists say this is a classic biological trait, linked to most people's preference for using their right hand. While it's something we tend to do in shops as well as places such as museums and art galleries, supermarkets really capitalise on this. It’s to the right where you'll see temporary displays of products designed to grab your attention and entice you to make a snap purchase. This can be anything from fresh flowers and chocolates to umbrellas if it's been raining.
Consumer psychologist and Senior Lecturer at Deakin University Dr Paul Harrison says the location of a store's entry point has a significant effect on how people shop, and even how much they spend. 'Right-hand side entries favour anti-clockwise movement through the shop, while left-hand side entries favour clockwise patterns. Research in the US has shown that shoppers who travel in an anti-clockwise direction will spend, on average, two dollars more per trip than clockwise shoppers.'
Contrary to popular belief, once we're in the store most of us don't weave up and down the aisles in an orderly way. Research conducted on shopper movement patterns in-store suggests people travel to some aisles only, and rarely in a systematic up-and-down pattern. Even longer, planned shopping trips follow this pattern.
The most common path to travel in-store is around the outside perimeter, dipping in and out of the aisles as needed. As a result, the ends of each aisle are the most profitable part of the store. Product manufacturers pay big dollars to place their products there to grab shoppers' attention, and it's usually familiar brands that provide the greatest profit margin.
Many supermarkets micro-manage the various fresh food sections of the shop. Instead of approaching the shop as a single entity, they separate areas into particular zones and have developed different marketing plans for each of these areas. These anchor departments usually include fresh fruit and vegetables, meat, dairy, and the bakery—and all are designed to give shoppers a sense of individual difference. Research indicates consumers will spend more time in the supermarket because of these different zones.
Ever walked into a big supermarket just to buy some bread and milk and found yourself leaving with a basket of additional items? A classic retailing trick is to locate the milk and bread at the very back of the store (often at either end) to encourage short-term shoppers to walk right through the shop and be tempted by the other, more expensive products along the way.
According to Harrison, no matter what we might like to think, it’s human nature to be attracted to a bargain. Although we think we know we're being manipulated, we tend to fall for it anyway.' Even the word 'special' plays on our subconscious. ‘Just the word sets off a psychological process in your mind where if something is labelled “special” we think it must be good. It also feeds into a theory known as the scarcity effect. This is where we think that if it's on special, then it must only be available at this shop or for a short time, and we afford it more value than the products around it.’
Confusion and emotional involvement will have an effect on how long a person spends in front of a particular area in the supermarket. You might, for example, find consumers spending a long time in front of the coffee selection area. Similarly, baby food and pet food purchases take longer because of emotional involvement.
Soups and dressings often involve long buy times because of the sometimes-confusing variety of options on offer. As a result, long buy-time products are placed where shoppers will not feel hurried, crowded or that they’re getting in the way of other customers while they work out what they're going to buy. These product areas will often be clearly marked out in a separate area.
Take a list. People who shop with a list tend to spend less.
Shop alone. People who shop as a couple tend to put more in their trolley, as each person will have their own ideas about what's important and should be purchased.
Avoid big supermarkets. Don't shop at a big supermarket if you just want to drop in and pick up a few things—you're much better off in a small store. It takes more effort to get in and out of a big supermarket, and as a result you may feel the need to stock up once you’re in there.
Eat before you shop. Don't shop when you're hungry—it's a sure-fire way to end up with a trolley full of unnecessary purchases.
AI explanationShows the answer. Tap to open.
Question Focus: Checking for a specific amount of money spent
Correct Answer: NOT GIVEN
Why this is correct: The passage talks about people spending more or less per trip, but it never mentions millions of dollars or any total amount. The exact figure in the statement is missing. So this is NOT GIVEN.
Passage Reference: Consumer psychologist and Senior Lecturer at Deakin University Dr Paul Harrison says the location of a store's entry point has a significant effect on how people shop, and even how much they spend. 'Right-hand side entries favour anti-clockwise movement through the shop, while left-hand side entries favour clockwise patterns. Research in the US has shown that shoppers who travel in an anti-clockwise direction will spend, on average, two dollars more per trip than clockwise shoppers.'
Common Mistake: Students often think 'people spend more' means 'people spend millions'. That extra detail is not in the text. This is a Not Given trap.
Paraphrasing: Passage: 'spend, on average, two dollars more per trip' = Statement: 'spend millions of dollars'
Tips: Always check numbers carefully. If the passage does not give the same number or scale, choose NOT GIVEN.
Key Vocabulary:
- on average = usually
- per trip = each visit
Question Focus: Intended spending versus actual spending
Correct Answer: NOT GIVEN
Passage Reference: Ever walked into a big supermarket just to buy some bread and milk and found yourself leaving with a basket of additional items? A classic retailing trick is to locate the milk and bread at the very back of the store (often at either end) to encourage short-term shoppers to walk right through the shop and be tempted by the other, more expensive products along the way.
Why this is correct: The passage shows that people buy extra items, but it never says what they intended to spend. There is no direct comparison between planned spending and actual spending. So the answer is NOT GIVEN.
Common Mistake: Students assume extra items means extra money compared to a plan. That assumption is not stated. This is a Not Given trap.
Paraphrasing: Passage: 'leaving with a basket of additional items' = Statement: 'spend more than they intended'
Tips: Do not guess people's intentions. If the passage does not mention a plan or intention, choose NOT GIVEN.
Key Vocabulary:
- intended = planned
- additional = extra
Question Focus: Price comparison of bread and milk
Correct Answer: FALSE
Passage Reference: Ever walked into a big supermarket just to buy some bread and milk and found yourself leaving with a basket of additional items? A classic retailing trick is to locate the milk and bread at the very back of the store (often at either end) to encourage short-term shoppers to walk right through the shop and be tempted by the other, more expensive products along the way.
Why this is correct: The passage clearly says shoppers are tempted by other, more expensive products, which means bread and milk are not the more expensive items. This directly contradicts the statement. So the answer is FALSE.
Common Mistake: Some students miss the comparison words. The passage compares bread and milk with more expensive products. This is a Contradiction trap.
Paraphrasing: Passage: 'more expensive products' = Statement: 'bread and milk are more expensive'
Tips: For FALSE questions, always underline comparison words like more, less, cheaper, expensive.
Key Vocabulary:
- locate = place
- tempted = attracted
Question Focus: Shopping frequency and spending
Correct Answer: TRUE
Passage Reference: Avoid big supermarkets. Don't shop at a big supermarket if you just want to drop in and pick up a few things-you're much better off in a small store. It takes more effort to get in and out of a big supermarket, and as a result you may feel the need to stock up once you're in there.
Why this is correct: The passage suggests that when people go to big supermarkets, they stock up instead of making many small trips. This supports the idea of one big shopping trip being better for spending control. So the statement is TRUE.
Common Mistake: Students focus only on 'avoid big supermarkets' and miss the reason why. This is a Context shift trap.
Paraphrasing: Passage: 'stock up once you're in there' = Statement: 'one big shopping trip, less frequently'
Tips: Read the reason after advice words like 'avoid' or 'because'. The explanation often gives the answer.
Key Vocabulary:
- stock up = buy a lot
- drop in = go briefly
Question Focus: Location of bread and milk
Correct Answer: FALSE
Passage Reference: A classic retailing trick is to locate the milk and bread at the very back of the store (often at either end) to encourage short-term shoppers to walk right through the shop and be tempted by the other, more expensive products along the way.
Why this is correct: The phrase often at either end shows bread and milk are placed separately, not together. This contradicts the statement. So the answer is FALSE.
Common Mistake: Students see both items mentioned in one sentence and assume they are together. This is a Partial truth trap.
Paraphrasing: Passage: 'often at either end' = Statement: 'found together'
Tips: Pay attention to location phrases like 'either end', 'separate', or 'different areas'.
Key Vocabulary:
- either end = different ends
- locate = place
Question Focus: Left-handed shopper behavior
Correct Answer: NOT GIVEN
Passage Reference: Have you ever noticed that when you walk into a shop, you tend to look over or veer to the right? Consumer psychologists say this is a classic biological trait, linked to most people's preference for using their right hand.
Why this is correct: The passage talks about most people and right-hand preference, but it says nothing about left-handed people. The passage does not discuss their behavior. So the answer is NOT GIVEN.
Common Mistake: Students assume the opposite must be true for left-handed people. That idea is not stated. This is a Not Given trap.
Paraphrasing: Passage: 'most people's preference for using their right hand' = Statement: 'left-handed people walk left'
Tips: Never assume the opposite is true. If a group is not mentioned, choose NOT GIVEN.
Key Vocabulary:
- veer = move slightly
- trait = natural habit
Question Focus: Attraction to bargains
Correct Answer: TRUE
Passage Reference: According to Harrison, no matter what we might like to think, it's human nature to be attracted to a bargain. Although we think we know we're being manipulated, we tend to fall for it anyway.'
Why this is correct: The passage clearly states that people are attracted to a bargain and fall for it anyway. This directly matches the statement. So the answer is TRUE.
Common Mistake: Some students overthink and choose NOT GIVEN. But the passage is very clear. This is a Synonym match.
Paraphrasing: Passage: 'attracted to a bargain' = Statement: 'can't resist a bargain'
Tips: Strong general statements like 'human nature' often signal a TRUE answer.
Key Vocabulary:
- manipulated = influenced
- scarcity = limited availability
General Tips:
- TFNG statements follow passage order. Use the previous answer's location to find the next one faster.
- If the passage does not mention a specific group, number, or condition, choose NOT GIVEN.
- FALSE means the passage says the opposite, not just something different.
- Do not add your own logic or real world knowledge. Only use what is written.
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