3-2
1
0
2
1
Knowledge and
Understanding
4
3
Sound, accurate and welldetailed
Reasonable, generally accurate and reasonably detailed
Basic, relatively superficial
Rudimentary, muddled and/or inaccurate
0 No creditworthy material
Analysis, understanding,
interpretation
Focus
6
5-4
Range of
material
Selected
Breadth and
depth
Substantial
Elaboration Line of
argument
Organisation
and structure
Coherent
Selected
Brief or largely irrelevant
Evidence of breadth and/or depth
Reasonably coherent
Restricted Basic
Lacking
Sound
Reasonable
Well focused Coherent
Generally focused
Reasonable
Basic, superficial Sometimes focused
Rudimentary, very limited understanding
Weak, muddled, incomplete
No creditworthy material
Some evidence
Not used effectively
Clear
Evident
May be mainly irrelevant

0 9 Outline and evaluate the cognitive approach to explaining problem gambling. (4 marks + 6 marks)
The cognitive approach suggests that problem gambling is a result of maladaptive thinking and faulty cognitions. These both result in illogical errors being drawn, for example gamblers misjudge the amount of skill involved with ‘chance’ games so are likely to participate with the mindset that the odds are in their favour so they may have a good chance of winning. However in reality ‘chance’ games are very biased but include ‘near misses’ in order to keep someone interested. Another common misjudgement is that regular gamblers lose track how much money they have lost and are under a misconception about their winnings.
Griffiths carried out a study that compared the thoughts of regular gamblers with nongamblers whilst they were participating in gambling activity. It was found that regular gamblers were more concerned about staying on the slot machine longer – showing that simply participating in a gambling game provides enough ‘buzz’ and excitement for them to want to continue without having to win a prize. It was also found that the regular gamblers struggled to verbalise their thoughts while they were playing indicating that they enter automatic pilot mode and are not making a conscious effort to participate. This helps to explain how they misjudge the amount of time and money they have spent on a machine. However a criticism of this study is the participants used. All of them were University students so of similar ages, therefore it is difficult to generalise the findings to age groups outside this age bracket, decreasing the ecological validity that the study has. Also the regular gamblers group consisted of 29 males and 1 female whereas the nonregular gamblers group had 15 females and 15 males making the gender ratio between the groups was uneven. Therefore gender differences were not taken into account in this study.
Cognitive explanations have also suggested personality traits linked to problem gambling as there is a strong positive correlation between competitiveness and gambling, as gamblers will always want to improve on any winnings. Questionnaire studies have shown that regular gamblers would prefer to make a loss on a gamble rather than small winnings. Another cognitive element is that regular gamblers are optimistic about gambling and are under the influence that they will win next time or win more next time therefore they continue to gamble.
Cognitive explanations also taken into consideration operant and classical conditioning of problem gambling. Classical conditioning suggests the reason as to why someone starts to gamble, so occurs during the initiation phase. It is the appeal of the gambling game that entices someone to play and they become conditioned to associate the exciting light effects with the game meaning that when they’re not participating they become anxious and bored. Operant conditioning is helpful in explaining the maintenance phase of addiction – why continue the behaviour. It suggests that behaviour is reinforced through the reward that the game offers meaning someone will continue to gamble. Neither operant or classical conditioning are sufficient explanations on their own as one suggests initiation and the other maintenance.
506 words

Discuss psychological research into media influences on pro-social behaviour. (4 marks + 6
marks)
Hovland and Roberts found that children from 14 months who watched ‘Teletubbies’ showed pro-social behaviour, such as singing, clapping, dancing and smiling. They concluded that prosocial media encourages pro-social behaviour. As it was a lab experiment they had high control over variables but the situation was artificial so there may have been some demand characteristics. As well as this, it is subjective as although some may consider these behaviour pro-social, others may not. This study could be explained by social learning theory as they observed the behaviour and imitated it. Mares conducted a meta-analysis of 39 studies and found that children who viewed pro-social media displayed pro-social behaviour, such as small acts of altruism and anti-stereotyping. As this was a meta-analysis, it had high reliability.
However, the results cannot be generalised to other age groups. As well as this, it is culture biased as it focuses on Western media and other cultures may respond differently.
156 words (10 marks = 250 words)
Hovland and Roberts found that children from 14 months who watched ‘Teletubbies’ showed pro-social behaviour, such as singing, clapping, dancing and smiling. They concluded that prosocial media encourages pro-social behaviour.
As it was a lab experiment they had high control over variables but the situation was artificial so there may have been some demand characteristics.
As well as this, it is subjective as although some may consider these behaviour pro-social, others may not.
This study could be explained by social learning theory as they observed the behaviour and imitated it.
Mares conducted a meta-analysis of 39 studies and found that children who viewed pro-social media displayed pro-social behaviour, such as small acts of altruism and anti-stereotyping.
As this was a meta-analysis, it had high reliability.
However, the results cannot be generalised to other age groups.
As well as this, it is culture biased as it focuses on Western media and other cultures may respond differently.

Analysis, understanding,
interpretation
Application of
knowledge
Elaboration Expression of
ideas
6
5-4
3-2
Sound
Reasonable
Basic. superficial
Well focused
Reasonably effective
Basic
Coherent
Some
Well structured
Most appropriately structured
Lacks clarity
1 Rudimentary, very limited understanding
Weak, muddled, mainly irrelevant
Unconnected assertions
0 No creditworthy material
0 7 A company is about to launch a new perfume aimed at young career women and wants to devise a television advertising campaign to promote the perfume.
Using your knowledge of the persuasive effects of television, what advice would you give to the company so that it could make the television advertising campaign as effective as possible?
Refer to psychological research to justify your advice. (10 marks)
Based on the Hovland-Yale model, it has been shown that an attractive source helps to make an advert more persuasive. Therefore, in the advert, a source that girls think is attractive and girls aspire to be like, such as Cheryl Cole, could be used. This is supported by Hovland and Weiss who found that an article on building a nuclear submarine had a larger effect on attitude if it was supposedly by an expert rather than a low credibility source. However, those results may not be generalisable to other adverts, such as a perfume advert. The method also says repetition of a message is effective so repeating the brand name of a perfume could be effective. This is supported by Zajonc who found that repeated Turkish words were rated as having better meaning than less frequently shown Turkish words. However, this may only be due to the fact that the participants did not understand the words and may not work in English. Also, adverts such as the ‘Go compare’ adverts have shown that repetition can be irritating.
If we were to use the Elaboration Likelihood model, the peripheral route would be better as the message is not the focus of this advert. However, we could use facts about the perfume as Petty and Cacioppo found the central route had longer lasting effects on attitude. This may be due to experimenter bias as they also devised the model. The peripheral route to persuasion uses mood and sex so a sexual mood to this advert could make the perfume more attractive to young girls.
Bersheid and Walster found that the peripheral route is more effective for a less important message. Therefore it would be useful for this advert to use it.
289 words (10 marks is 250 words)