She Said, She Said: Differential Interpersonal Similarities Predict Unique Linguistic Mimicry in Online Word of Mouth

This research examines the antecedents, causes, and consequences of linguistic mimicry, which assesses how closely individuals match others’ word use, in online WOM. We examine mimicry of both linguistic style (how things are said) and content (what is said). To our knowledge, this research provides the first demonstration of unique linguistic mimicry, where consumers engaging in online WOM differentially mimic other posters’ word use. Two experiments and one study using field data show that when consumers are personally similar to an individual who has previously posted (e.g., same gender), they mimic this individual’s positive emotion and social word use. When consumers are similar in status to an individual who has previously posted (e.g., same forum ranking), they mimic this individual’s cognitive and descriptive word use. This differential mimicry is driven by affiliation versus achievement goals, respectively, and affects consumers’ engagement in online WOM in terms of posting incidence and volume

Turning Off the Lights: Consumers\u27 Environmental Efforts Depend on Visible Efforts of Firms

Firms can save considerable money if consumers conserve resources (e.g., if hotel patrons turn off the lights when leaving the room, restaurants patrons use fewer paper napkins, or airline passengers clean up after themselves). In two studies conducted in real-world hotels, the authors show that consumers’ conservation behavior is affected by the extent to which consumers perceive the firm as being green. Furthermore, consumer perceptions of firms’ greenness and consumer conservation behavior depend on (a) whether the firm requests them to conserve resources, (b) the firm’s own commitment to the environment, and (c) the firm’s price image. Additionally, firm requests to consumers to save resources can create consumer reactance and can backfire when firms themselves do not engage in visible costly environmental efforts. Such reactance is more likely for firms with a high price image. Finally, the authors show that by spending a little money to signal environmental commitment, firms can save even more money through consumers’ conservation of resources, resulting in wins for the firm, the consumer, and the environment

Rejecting Responsibility: Low Physical Involvement in Obtaining Food Promotes Unhealthy Eating

Five experiments show that less physical involvement in obtaining food leads to less healthy food choices. We find that when participants are given the choice of whether or not to consume snacks that they perceive as relatively unhealthy, they have a greater inclination to consume these snacks when less (versus more) physical involvement is required to help themselves to the food; this is not the case for snacks that they perceive as relatively healthy. Further, when participants are given the opportunity to choose their portion size, they select larger portions of unhealthy foods when less (versus more) physical involvement is required to help themselves to the food; again, this is not the case for healthy foods. We suggest that this behavior occurs because being less physically involved in serving one’s food allows participants to reject responsibility for unhealthy eating and thus to feel better about themselves following indulgent consumption. These findings add to the research on consumers’ self-serving attributions and to the growing literature on factors that nudge consumers towards healthier eating decisions

Corporate Leanwashing and Consumer Beliefs About Obesity

Purpose of review. Caloric overconsumption, rather than lack of exercise, is the primary driver of overweight and obesity. We review people’s beliefs about the causes of obesity, and the origins and consequences of these beliefs, and suggest possible mechanisms for corrective action.Recent findings. In multiple samples across the world, approximately half the population mistakenly believes that lack of exercise is the primary cause of obesity. These misbeliefs have consequences: people who underestimate the importance of one’s diet are more likely to be overweight or obese than people who correctly believe that diet is the primary cause of obesity. Next, we discuss the systematic misrepresentation of these factors -- which we call \u27leanwashing\u27 -- by the food and beverage industry. Corporate messaging and actions are likely contributing factors to these mistaken beliefs being so widespread, and corrective actions are required. These include regulation and taxation.Summary. People’s beliefs have important medical consequences, and the origins of these beliefs and misbeliefs need to be monitored and regulated

Purification and biochemical/molecular characterisation of antimicrobial peptides produced by Saccharomyces cerevisiae and evaluation of their mode of action

Tese apresentada para obtenção do Grau de Doutor em Engenharia AlimentarABSTRACT: The antagonistic effect exerted by Saccharomyces cerevisiae against other microbial species during wine fermentations was recently ascribed to its capacity to secrete antimicrobial peptides (AMPs). The main goal of the present work was to purify, identify and characterize those AMPs. Firstly, the AMPs were purified by means of chromatographic techniques (size-exclusion and ion-exchange) and then characterized regarding their amino acid sequence, codifying genes and antimicrobial/biochemical properties. Analysis of the purified AMPs by mass spectrometry revealed that the natural biocide is mainly composed by two peptides (AMP1 and AMP2/3) derived from the isoenzymes of the glycolytic protein glyceraldehyde 3-phosphate dehydrogenase (GAPDH). The spectrum of action of the naturally-excreted AMPs, which we named saccharomycin, is wide and includes several wine-related non-Saccharomyces yeasts, such as Hanseniaspora guilliermondii, Torulaspora delbrueckii, Kluyveromyces marxianus, Lachancea thermotolerans and Dekkera bruxellensis, as well as bacteria such as Oenococcus oeni. The antimicrobial effect of saccharomycin is significantly higher than that of synthetic analogues (AMP1 and AMP2/3) and depends on their complementary action and relative proportion. The mode of action of the AMPs was evaluated against sensitive yeast cells. The AMPs induce cell membrane permeabilization, loss of pH homeostasis and increase/decrease of H+-influx/-efflux. They also induce cell molecular markers typical of death by apoptosis in H. guilliermondii. Our work also revealed the accumulation of these GAPDH-derived peptides on the surface of stationary-grown (48 h) cells of S. cerevisiae, which induce death of non-Saccharomyces yeasts (H. guilliermondii and L. thermotolerans) by direct cell-cell contact. Finally, S. cerevisiae strains over-expressing these AMPs prevented growth of D. bruxellensis in co-fermentations, decreasing the levels of sulphur dioxide needed to control wine spoilage. Thus, the potential of these AMPs to be used as biopreservative in wine seems promising.RESUMO: O efeito antagónico de Saccharomyces cerevisiae contra outras espécies microbianas durante fermentações vínicas foi recentemente atribuído à sua capacidade de excretar péptidos antimicrobianos (PAMs). O principal objetivo do presente estudo foi purificar, identificar e caracterizar estes PAMs. Primeiramente, os PAMs foram purificados por técnicas cromatográficas (exclusão molecular e permuta iónica) e posteriormente caracterizados quanto à sua sequência de aminoácidos, aos genes que os codificam e às suas propriedades antimicrobianas/bioquímicas. Os PAMs purificados foram, em seguida, analisados por espectrometria de massa, revelando que o biocida natural é composto maioritariamente por dois PAMs (PAM1 e PAM2/3) originários das três isoenzimas da proteína glicolítica gliceraldeído-3-fosfato desidrogenase. O espectro de ação dos PAMs naturais, os quais designámos por saccharomycin, é amplo e inclui várias leveduras vínicas, tais como Hanseniaspora guilliermondii, Torulaspora delbrueckii, Kluyveromyces marxianus, Lachancea thermotolerans e Dekkera bruxellensis, assim como a bactéria vínica Oenococcus oeni. O efeito antimicrobiano de saccharomycin é bastante mais acentuado do que o efeito dos análogos quimicamente sintetizados (PAM1 e PAM2/3) e depende da sua ação complementar, assim como da sua proporção relativa. O modo de ação dos PAMs foi analisado em leveduras sensíveis, verificando-se que estes induzem permeabilização da membrana celular, perda da homeostase do pH e aumento/decréscimo do influxo/efluxo de H+. Verificou-se igualmente, que os PAMs induzem morte por apoptose em H. guilliermondii. Descobrimos, ainda, que estes PAMs se acumulam na superfície de células estacionárias (48 h) de S. cerevisiae, as quais são capazes de induzir a morte de leveduras não-Saccharomyces (H. guilliermondii e L. thermotolerans) por contacto celular direto. Por fim, uma estirpe laboratorial de S. cerevisiae foi manipulada geneticamente de forma a sobre-expressar cada um dos PAMs, verificando-se que as estirpes manipuladas apresentaram um elevado efeito antimicrobiano contra D. bruxellensis, o que permitiu reduzir os níveis de dióxido de enxofre normalmente aplicados em vinhos. Assim, a utilização destes PAMs como um bioconservante alternativo no vinho parece promissora.N/

The Dark Side of Scarcity Promotions: How Exposure to Limited Quantity Promotions Can Induce Aggression

Marketers frequently use scarcity promotions, where a product or event is limited in availability. The present research shows conditions under which the mere exposure to such advertising can activate actual aggression that manifests even outside the domain of the good being promoted. Further, we document the process underlying this effect: exposure to limited-quantity promotion advertising prompts consumers to perceive other shoppers as competitive threats to obtaining a desired product and physiologically prepares consumers to aggress. Seven studies using multiple behavioral measures of aggression demonstrate this deleterious response to scarcity promotions

Outsourcing Responsibility for Indulgent Food Consumption to Prevent Negative Affect

To many consumers, indulging in unhealthy treats is a “vice” and can cause unpleasant feelings, such as guilt. Nonetheless, consumers do not want to give up indulgences altogether and find ways to allow themselves guilt-free gratification. We propose a novel, calculated tactic that consumers use to avoid unpleasant feelings often associated with unhealthy eating. Four studies demonstrate that consumers proactively and strategically confer responsibility for indulgences to other people to prevent looming negative feelings about consuming the same item. In laboratory and field experiments, for unhealthy (compared to healthy) foods consumers exhibit a preference for being served a chosen food instead of serving themselves. Moderation and mediation show that this preference is driven by anticipated negative self-conscious affect, which gives rise to a motivation to avoid responsibility. Across our studies, people seek to alter the social context surrounding indulgent food consumption in this way, despite making their own food choices

Mindful Matching: Ordinal versus Nominal Attributes

The authors propose a new conceptual basis for predicting when and why consumers match others’ consumption choices. Specifically, they distinguish between ordinal (“ranked”) versus nominal (“unranked”) attributes and propose that consumers are more likely to match others on ordinal than on nominal attributes. Eleven studies, involving a range of different ways of operationalizing ordinal versus nominal attributes, collectively support this hypothesis. The authors’ conceptualization helps resolve divergent findings in prior literature and provides guidance to managers on how to leverage information about prior customers’ choices and employees’ recommendations to shape and predict future customers’ choices. Further, the authors find process evidence that this effect is driven in part by consumers’ beliefs that a failure to match on ordinal (but not nominal) attributes will lead to social discomfort for one or both parties. Although the primary focus is on food choices, the effects are also demonstrated in other domains, extending the generalizability of the findings and implications for managerial practice and theory. Finally, the conceptual framework offers additional paths for future research

(I’m) Happy to Help (You): The Impact of Personal Pronoun Use In Customer-Firm Interactions

In responding to customer questions or complaints, should marketing agents linguistically “put the customer first” by using certain personal pronouns? Customer orientation theory, managerial literature, and surveys of managers, customer service representatives, and consumers suggest that firm agents should emphasize how “we” (the firm) serve “you” (the customer), while deemphasizing “I” (the agent) in these customer-firm interactions. We find evidence of this language pattern in use at over 40 firms. However, we theorize and demonstrate that these personal pronoun emphases are often sub-optimal. Five studies using lab experiments and field data reveal that firm agents who refer to themselves using “I” rather than “we” pronouns increase customer perceptions that the agent feels and acts on their behalf. In turn, these positive perceptions of empathy and agency lead to increased customer satisfaction, purchase intentions, and purchase behavior. Further, we find that customer-referencing “you” pronouns have little impact on these outcomes, and can sometimes have negative consequences. These findings enhance our understanding of how, when, and why language use impacts social perception and behavior, and provide valuable insights for marketers. &nbsp