Fig 5. The difference between respondents that donated or refused during the real campaigns for both their willingness to pay and the payment coefficient within the choice experiment.

(A) Willingness to pay for respondents that refused or donated in the real campaigns for the corresponding attributes in the choice experiment. Donations and refusals are combined across the marketing campaigns as there was no significant effect of exposure on preference. The violin plots show median, upper and lower quartiles and the centred density. (B) Individual coefficients for the payment attribute within the choice experiment for respondents that either refused or donated within the choice experiment. Donations and refusals are combined across the marketing campaigns as there was no significant effect of exposure.