Figure 2
The horizontal axis has two markings, with “Chocolate Brownie (Hedonic)” on the left and “Whole Grain Granola Bar (Utilitarian)” on the right. The vertical axis is labeled “Purchase Intention”, and ranges from 3.00 to 5.00 in increments of 0.50 units. A legend in the upper right corner shows two lines representing pricing types: a black dashed line labeled “Partitioned”, and a solid black line labeled “Combined”. The “Partitioned” line starts at the point (Chocolate Brownie (Hedonic), 4.14), and slopes slightly upward, ending at the point (Whole Grain Granola Bar (Utilitarian), 4.39). The “Combined” line starts at the point (Chocolate Brownie (Hedonic), 4.4), and slopes sharply downward, ending at the point (Whole Grain Granola Bar (Utilitarian), 3.43). A vertical double-headed arrow is drawn between the starting points of the two lines, labeled “H subscript 2 b”. Another vertical double-headed arrow is drawn between the ending points of the two lines, labeled “H subscript 2 a”. Note: All numerical data values are approximated.Two-way interaction between food types and pricing strategies. Source: Authors’ own work