Preference for imperfect produce: The influence of political ideology and openness to experience.

Food waste is a critical global issue, posing substantial environmental, social, and financial challenges, even as millions continue to face uncertainty regarding their next meal source. The seriousness of this problem necessitates a closer look into ways to reduce food waste. In this investigation, we identify a key factor which contributes to food waste-imperfect fruits and vegetables (FaVs), defined as foods that are non-uniform in shape, color, or texture. Because of their unusual and sometimes ugly appearance, people are often averse to buying them, making it important to understand factors that influence people's acceptance or rejection of imperfect FaVs. Across four online studies (including an exploratory study) with nearly 1400 U.S. respondents and using varied designs, we test political ideology as a moderator of this aversion to imperfect FaVs. Our findings indicate that politically conservative people are less likely to purchase imperfect FaVs (vs. perfect FaVs) compared to politically liberal people. The last study also uncovers the psychological mechanism underlying this greater aversion to FaVs by conservatives: lower openness to experience explains why this segment of population may be less willing to purchase imperfect FaVs. Implications and future research directions are discussed.

Sustaining Livelihoods or Saving Lives? Economic System Justification in the Time of COVID-19.

An ongoing debate in the United States relating to COVID-19 features the purported tension between containing the coronavirus to save lives or opening the economy to sustain livelihoods, with ethical overtones on both sides. Proponents of opening the economy argue that sustaining livelihoods should be prioritized over virus containment, with ethicists asking, "What about the risk to human life?" Defendants of restricting the spread of the virus endorse saving lives through virus containment but contend with the ethical concern "What about people's livelihoods and individual freedoms?" A commonly held belief is that political ideology drives these differential preferences: liberals are more focused on saving lives, whereas conservatives favor sustaining livelihoods with no additional government intervention in the free-market economy. We examine these lay beliefs among US residents in four studies and find that economic system justification (ESJ), an ideology that defends the prevailing economic system when under threat, is a reliable psychological predictor beyond political ideology. Specifically, compared to those who scored low on ESJ, people who scored high on ESJ judged China as more justified in downplaying the spread of virus to protect its interest in the global free-market economy, supported in-person over online learning, viewed shelter in place as less desirable, and perceived the opening of the Texas economy as more legitimate. We also find that multiple psychological mechanisms might be at work-resistance to market interventions, perceived legitimacy of opening the economy, perceived seriousness of the health crisis, and violation of human rights. Supplementary Information: The online version contains supplementary material available at 10.1007/s10551-022-05091-4.

Perceived financial constraints and normative influence: discretionary purchase decisions across cultures.

Five studies examine how perceived financial constraints and abundance determine when consumers will engage in solitary or social purchases. When financially constrained, consumers prefer solitary (vs. social) purchases. We also identify self-construal as a moderator of how consumers spend their discretionary income. While independent consumers prefer solitary (vs. social) purchases, interdependent consumers prefer social (vs. solitary) purchases. Interestingly, when consumers have adequate discretionary income, independent as well as interdependent consumers have similar preferences for solitary and social purchases. In addition, for interdependent consumers, communal norms mediate the preference for social purchases. Finally, for independent consumers, making the communal norm salient reverses their preference for solitary purchases, resulting in a preference for social purchases. Our findings suggest how managers can effectively promote different types of purchases under varying financial resource conditions in their global communication strategy. Supplementary Information: The online version contains supplementary material available at 10.1007/s11747-021-00814-x.

Pandemics and marketing: insights, impacts, and research opportunities.

Pandemics have been an unfortunate but consistent facet of human existence over centuries, threatening lives as well as livelihoods globally. Disconcertingly, their frequency persists, with four "major" pandemics disrupting the planet in the last 65 years and more expected in the future. While many of the economic and health consequences of pandemics are well-documented, their marketing implications are less understood. Addressing this gap, we develop a broad, conceptual framework to highlight the characteristics and impacts of pandemics as they relate to marketing. We first identify four macro-level forces that characterize pandemics and highlight their marketing implications. Next, using the 7P marketing mix model as the organizing structure, we discuss these implications at a micro-level and identify a set of research questions to stimulate further inquiry, not only to generate deeper insights pertaining to pandemics' marketing implications but also to envision new developments in these areas. Finally, we identify pandemics' disproportionate impacts on and implications for some industry sectors, including healthcare, retail, education, hospitality, and tourism.

Selective assessment and positivity bias in environmental valuation.

The need to determine the value of environmental entities has generated substantial research regarding optimal methods for obtaining valuations from survey respondents. The literature suggests the importance of providing clear, complete descriptions of the entity being valued prior to respondents indicating their valuations. The target entity's attributes are often presented in isolation or in greater detail compared with other entities. Two experiments were conducted to explore whether selective exposure to and assessment of an environmental entity can bias survey respondents' judgments. This article adds to the environmental valuation literature by demonstrating a new process that leads to value overestimates. Specifically, the article shows that (a) when an environmental entity is the focus of assessment in a survey, positively biased evaluations often result; (b) positivity bias in evaluation translates to real monetary allocation decisions; and (c) selective information processing contributes to these effects.