Researchers wanted to investigate whether dispersing a subtle lavender scent in a high-street clothing boutique influences the duration of customer browsing. In a field experiment, 120 shoppers were unobtrusively observed during their visits to the boutique under normal trading conditions.
The researchers manipulated whether the boutique's ventilation system dispersed a lavender scent (experimental condition) or remained unscented (control condition) during alternating 3-hour shifts. The total duration of each shopper's stay in the store was recorded.
Explain one strength of using a field experiment for this study.
638 exam-style questions on Edexcel A Level Psychology Methods. Each one has a worked solution and a mark scheme showing where the marks go.