Research training in psychological science emphasizes common threats to internal validity, with no comparably systematic or rigorous treatment of external validity. Trade-offs between internal and external validity are well known in some areas (e.g., efficacy vs. effectiveness studies in clinical psychology), less so in others (e.g., forensic research on eyewitness identification, false memories, or confessions). We present a framework for examining external validity grounded in four domains—populations, settings, outcomes, and timeframes—that can be used to enhance the generalizability of findings. We discuss this framework and then illustrate its use by reviewing mindless eating interventions intended to help people lose weight. Research in this published literature seldom samples from appropriate populations (e.g., overweight or obese individuals) or measures appropriate outcomes (e.g., weight change) in appropriate settings (e.g., the home) over appropriate timeframes (e.g., sustained interventions with follow-up) to determine whether practical advice is empirically supported. In their applied work, we encourage psychological scientists to design studies, analyze data, and report findings with greater attention to external validity to demonstrate, rather than assume, the generalizability of findings to the intended populations, settings, outcomes, and timeframes. Editors and reviewers can hold investigators accountable for doing so.

Purpose Research emphasizes the motivations underlying and potential harmful consequences of social media use, but there is little understanding of stigmas faced by individual social media users, particularly as they pertain to gender. The purpose of this study is to examine a unique stereotype related to men’s social media use. Design/methodology/approach Four experiments examine judgments of men based on how often they post on social media (frequently vs infrequently). Findings The authors find that posting frequently (vs infrequently) affects the perceived gender of men but not women. This frequent-posting femininity stereotype is explained by perceived neediness and holds regardless of whether posts are about others (vs the self) or whether posts are shared by influencers (vs ordinary users). Research limitations/implications Future research should examine other stereotypes of social media users – including those pertaining to gender – and ways to mitigate such negative attributions. Researchers should examine how the frequent-posting femininity stereotype and other social media use stereotypes affect social media consumption and consumer well-being. Practical implications Managers should adjust consumer engagement strategies and restructure platforms to address the unique stigmas facing different consumer groups. Originality/value Providing insights into the dark side of social media, the authors investigate a unique domain – stereotypes about individual social media users. The findings of this study uncover an emasculating stigma against men who post often on social media, which may discourage men from online participation.