Figure 3
The bar graph shows patronage intention on a scale from 1 to 6 for Easter products and Easter incongruent products under different promotional displays, grouped by religious identity at one standard deviation below the mean and one standard deviation above the mean. For low religious identity, Easter products show intention around 3.3 for Easter sale display and 3.1 for special sale display, while Easter incongruent products show higher intention around 4.2 for Easter sale display and 3.8 for special sale display. For high religious identity, Easter products show intention around 4.3 for Easter sale display and 3.4 for special sale display, while Easter incongruent products show intention around 3.5 for Easter sale display and 4.1 for special sale display. Error bars are included for each bar to represent variability.Study 2 – Three-way interactional effect of holiday promotion, Easter/Easter-incongruent product on sale and religious identity on patronage intention
Source: Authors’ own work