Figure 1
A bar graph compares willingness to shop under two conditions: Family Firm Signaling and Control (No Signaling). The horizontal axis represents the conditions, while the vertical axis measures willingness to shop on a scale from 1 (not at all) to 7 (very much). There are two vertical bars, one for each condition. The bar for Family Firm Signaling is red and reaches 5.68 on the vertical axis. The bar for Control (No Signaling) is blue and reaches 5.15 on the vertical axis. Error bars indicating 95 percent confidence intervals are present on both bars. The red bar shows a higher willingness to shop compared to the blue bar.Pre-Christmas family firm signaling effect. Source: The author’s own work