Figure 2
The vertical bar graph is titled “Technology improvement”. The horizontal axis shows three categories labeled “G E”, “Cell Ag”, and “C E A”. The vertical axis ranges from 0 to 25 in increments of 5 units. Each category has three vertical bars. A legend below the chart identifies three categories as follows: “Novel”, “Ethical”, and “Environmental”. The data for the bars are as follows: For “G E”, the “Novel” bar is 12.76, the “Ethical” bar is 9.81, and the “Environmental” bar is 10.67. For “Cell Ag”, the “Novel” bar is 4.57, the “Ethical” bar is 10.82, and the “Environmental” bar is 10.00. Above the “Cell Ag” group, one horizontal bracket spans the “Novel” and “Ethical” bars and is marked with a star symbol. Another horizontal bracket spans all three bars, “Novel”, “Ethical”, and “Environmental”, and is marked with a plus symbol. For “C E A”, the “Novel” bar is 17.52, the “Ethical” bar is 18.68, and the “Environmental” bar is 19.79.Message appeal and technology improvement. Note: + p < 0.1, *p < 0.05, **p < 0.01. Source: Authors’ own work