This research considers how common perceptions of liberals' generosity can be harnessed for increasing donations. Given conservatives' greater tendency to conform to group norms than liberals, we theorize that conformity tendencies can increase donations by conservatives when accountable to a liberal audience who share a salient identity. Specifically, conservatives donate more when they are accountable to a liberal audience with whom they have a salient shared identity (Study 1) due to their motivation for social approval (Studies 3 and 4). However, if the donation context activates political identity (Studies 2 and 3) or if the unifying social identity is not salient (Study 4), accountability does not impact donation decisions. Notably, liberals do not alter their behavior, ruling out alternative explanations for the pattern of conformity. This research provides insight into the distinct role of accountability for conservatives and importance of audience characteristics for conformity. Though both liberals and conservatives can be generous, this research demonstrates how conformity can be used to increase charitable giving among conservatives.

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Irradiation is considered one of the most efficient technological processes for the reduction of microorganisms in food. It can be used to improve the safety of food products, and to extend their shelf lives. Oysters are considered one of the most important vehicles for pathogenic bacteria because of their feeding characteristics. The aim of this study was to evaluate the influence of a gamma radiation process on high levels of Salmonella Enteritidis, Salmonella Infantis, and Vibrio parahaemolyticus incorporated by oysters (Crassostrea brasiliana), as well as the effects of the process on the survival of the oysters and on their sensory attributes. The oysters were exposed to gamma radiation (60Co) in doses ranging from 0.5 to 3.0 kGy. A dose of 3.0 kGy was generally sufficient to reduce the level of Salmonella serotypes by 5 to 6 log10 units. A dose of 1.0 kGy was sufficient to produce a 6-log10 reduction in the level of V. parahaemolyticus. The highest irradiation dose did not kill the oysters or affect their sensory attributes. Hence, a dose of 3.0 kGy can be considered effective in inactivating Salmonella and V. parahaemolyticus in oysters without changing their odor, flavor, or appearance.

This commentary highlights the importance of the tightness–looseness distinction to provide a more nuanced understanding of cross‐cultural consumer behavior (Li, Gordon & Gelfand, this issue). We provide guidelines to integrate the tightness–looseness distinction into existing cross‐cultural models of consumer behavior, and suggest how doing so can help to refine predictions about the persuasiveness of message appeals. We also discuss how the tightness–looseness distinction can enrich branding research, by suggesting future research opportunities in the domains of brand extension research and brand protection.

Advertisers often depict their products being consumed in a social setting, but they also depict people secretly consuming their products. Will consumers like a product more if they are prompted to consume it in secret? We report eight studies, where women consumed and evaluated products such as cookies, chocolate, and apple chips. Women in secret consumption conditions were instructed to imagine eating the food in secret, instructed to hide the food from others while consuming it, or shown an advertisement encouraging eating the food in secret. These secret consumption prompts resulted in more positive product evaluations and increased product choice, compared to evaluations in non-secret conditions. We identify preoccupation and attitude polarization as the primary drivers for these outcomes. When women consume a product in secret, they become preoccupied with the product, as thoughts about the product continually pop into mind. Increased thinking leads to attitude polarization, where evaluations for products they like become even more positive. Finally, we also identify moderators of these secrecy effects.