Figure 5.

Gender’s consumption intent and purchase intent plot across treatments ^†. Data are frequencies of “Yes” responses per treatment from n = 112 female and n = 98 male consumers analyzed by Cochran’s Q test with asymptotic McNemar test for post hoc multiple pairwise comparisons and p-value adjustment by false discovery rate. ^† Treatments are described in Figure 1. Uppercase/lowercase letters represent significantly (p < 0.05) different consumption intent/purchase intent frequencies across treatments for each gender. * Significant (p < 0.05) difference across purchase intent and consumption intent within treatments for each gender. ^ Significant (p < 0.05) difference in consumption intent/purchase intent frequencies across genders (Z-test 2 population proportions) within treatments.