(1) In the individual’s determination to invest in the company’s shares rather than
other companies’ shares that have approximately similar expected financial
returns/risks. Namely, in addition to the baseline investment willingness that is
due to the “mere” expected financial returns, one will – as explained previously
– have increased, extra willingness to invest the shares of the company which
one identifies with and, hence, be determined to choose to invest in that
company over the others (the total investment willingness being higher for that
company).
(2) In the individual’s preparedness to invest in the company’s shares with lower
financial returns expected from the shares than from other companies’ shares
(at a given risk level).