Figures & data
Table 1. Codes identified and the number of times they were applied per question.
Table 2. Distribution of points regarding question 4.
Table 3. Questions 1–5: ‘(a) Not at all, (b) Less than a tenth, (c) More than a tenth but less than a quarter, (d) More than a quarter but less than a half, (e) More than a half’ 1 = strongly disagree/7 = strongly agree.
Table 4. The difference in mean attitudes before and after Christmas.
Table 5. Grouping respondents with similar extreme positions.
Table 6. Own consumer grouping from the inductive analysis of extreme values in our survey, modified from Di Talia, Simeone, and Scarpato (Citation2019), Gilli, Mancinelli, and Nicolli (Citation2018), Auger, Devinney, and Louviere (Citation2010), Vermeir and Verbeke (Citation2006).