Figure 2
The figure shows four charts arranged in a 2 by 2 grid. The top left chart titled “Losing effect (total transaction amounts)”, shows a vertical axis labeled “Total transaction amount”, ranging from negative 2000 to 6000 in increments of 1000 units. The horizontal axis is labeled “Period”, with seven points labeled from left to right as “b 3”, “b 2”, “b 1”, “c”, “a 1”, “a 2”, “a 3”, and “a 4”. A horizontal dashed line runs across the chart at the 0 value on the vertical axis. The data points are plotted along with vertical error bars. Some of the data points with their corresponding error bars are as follows: b 3: Total transaction amount: negative 405.405, with a lower error bar at negative 1621.622 and an upper error bar at 675.676. c: Total transaction amount: 5324.324, with a lower error bar at 4216.216 and an upper error bar at 6432.432. a 4: Total transaction amount: 2270.27, with a lower error bar at 1108.108 and an upper error bar at 3324.324. The top right chart titled “winning effect (total transaction amounts)”, shows a vertical axis labeled “Total transaction amount”, ranging from negative 2000 to 6000 in increments of 2000 units. The horizontal axis is labeled “Period”, with seven points labeled from left to right as “b 3”, “b 2”, “b 1”, “c”, “a 1”, “a 2”, “a 3”, and “a 4”. A horizontal dashed line runs across the chart at the 0 value on the vertical axis. The data points are plotted along with vertical error bars. Some of the data points with their corresponding error bars are as follows: b 3: Total transaction amount: negative 592.266, with a lower error bar at negative 1758.794 and an upper error bar at 532.663. c: Total transaction amount: 6201.005, with a lower error bar at 5075.377 and an upper error bar at 7125.628. a 4: Total transaction amount: 2502.513, with a lower error bar at 1457.286 and an upper error bar at 3628.141. The bottom left chart titled “Losing effect (number of transactions)” shows a vertical axis labeled “Number of transactions”, ranging from negative 0.5 to 2.0 in increments of 0.5 units. The horizontal axis is labeled “Period”, with seven points labeled from left to right as “b 3”, “b 2”, “b 1”, “c”, “a 1”, “a 2”, “a 3”, and “a 4”. A horizontal dashed line runs across the chart at the 0.0 value on the vertical axis. The data points are plotted along with vertical error bars. Some of the data points with their corresponding error bars are as follows: b 3: Number of transactions: negative 0.192, with a lower error bar at negative 0.63 and an upper error bar at 0.246. c: Number of transactions: 1.585, with a lower error bar at 1.135 and an upper error bar at 2.071. a 4: Number of transactions: 0.945, with a lower error bar at 0.483 and an upper error bar at 1.443. The bottom right chart titled “Winning effect (number of transactions)” shows a vertical axis labeled “Number of transactions”, ranging from negative 0.5 to 2.5 in increments of 0.5 units. The horizontal axis is labeled “Period”, with seven points labeled from left to right as “b 3”, “b 2”, “b 1”, “c”, “a 1”, “a 2”, “a 3”, and “a 4”. A horizontal dashed line runs across the chart at the 0.0 value on the vertical axis. The data points are plotted along with vertical error bars. Some of the data points with their corresponding error bars are as follows: b 3: Number of transactions: negative 0.238, with a lower error bar at negative 0.7 and an upper error bar at 0.208. c: Number of transactions: 2.331, with a lower error bar at 1.885 and an upper error bar at 2.823. a 4: Number of transactions: 1.131, with a lower error bar at 0.685 and an upper error bar at 1.608. Note: All numerical data values are approximated.The point estimates and 95% confidence intervals of the losing effect τ0t and the winning effect τ1t when the outcomes were the total transaction amounts and the number of transactions, respectively, using the bootstrap method with B = 1, 000. The estimates are calculated relative to one month before the promotion, with b3 and b2 representing three and two months prior, c denoting the promotion period, and a1 to a4 indicating three-month intervals post-promotion over 12 months. Source: Authors’ own work