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Purpose The common marmoset is a small nonhuman primate that has emerged as a valuable animal model in neuroscience research. Accurate analysis of brain tissue is crucial to understand marmoset neurophysiology and to model neurodegenerative diseases. Many studies to date have complemented magnetic resonance imaging (MRI) with histochemical staining rather than immunofluorescent labeling, which can generate more informative and higher resolution images. There is a need for high‐throughput immunolabeling and imaging methodologies to generate resources for the burgeoning marmoset field, particularly brain histology atlases to display the organization of different cell types and other structures. Methods and Findings Here, we have characterized a set of marmoset‐compatible fluorescent dyes and antibodies that label myelin, axons, dendrites, and the iron‐storage protein ferritin, and developed a batch‐style multiplex immunohistochemistry protocol to uniformly process large numbers of tissue slides for multiple cell‐type specific markers. Conclusion We provide a practical guide for researchers interested in harnessing the potential of marmoset models to advance understanding of brain structure, function, and pathophysiology. To support high‐throughput immunolabeling and imaging methodologies for the burgeoning marmoset field, we characterize a set of marmoset‐compatible fluorescent dyes and antibodies and provide a practical batch‐style multiplex immunohistochemistry protocol for researchers interested in harnessing the potential of marmoset models to advance understanding of brain connectomics, function, and pathophysiology.

Purpose As the cosmetic surgery industry grows and diversifies, societal beauty standards have shifted to include images of surgically enhanced bodies. With the increased use of influencer marketing, it is important for marketers to understand consumer perceptions of these modified appearances. This paper aims to use the lens of perceived morality (PM) to investigate consumer perceptions of cosmetic surgery services and the effect of enhanced body appearance on consumer interest in an endorsed brand. Interpersonal similarity (IS) is tested as a boundary condition. Design/methodology/approach A mixed-methods approach was taken with a qualitative study and two online experiments. Participants were recruited through snowball sampling (NStudy 1 = 133) and Amazon Mechanical Turk (NStudy 2 = 202; NStudy 3 = 270). Findings The themes uncovered in the qualitative study revealed that cosmetic surgery services were acceptable when internally motivated but may signal inauthenticity. The findings of Study 2 suggested consumer interest in an endorsed brand was negatively impacted by body enhancement (BE), with PM as the underlying mechanism. Study 3 results demonstrated IS moderated this effect. The indirect effect was significant only for those low in IS. Originality/value This research contributes to the underexplored area of cosmetic surgery services and its role in influencer marketing. The findings extend the literature on consumer attitudes and perceptions toward these services and provides insight into the intersection of BE and morality. The contribution is notable, as marketers increasing rely on social media influencers, many of whom have undergone cosmetic surgery services and enhanced their body appearance, to promote their brands.

PurposeThe purpose of this paper is to assess the effect of involvement in food preparation on estimated calorie content, perception of portion size and desirability of the food item.Design/methodology/approachTo test the hypotheses, three between-subjects experiments (one online, two in a laboratory setting) were conducted. Across the three experiments, participants were presented with a food item either ready for consumption (low involvement) or with the individual ingredients in need of assembly prior to consumption (high involvement).FindingsResults showed that when a consumer is involved in the preparation of their food, they perceive the food to be lower in calories and smaller in portion size than when the same food is presented fully prepared and ready-to-eat. In addition, the effect of food preparation involvement on perception of portion size has negative downstream consequences on food desirability, as a smaller perceived portion resulted in a less desirable food item.Originality/valueTo the authors’ knowledge, the results of this research are the first to focus on the impact of preparation involvement on perceptions of the specific product attributes of calorie content and portion size, and the downstream effect on desirability.

PurposeWhile third-party food delivery continues to increase in popularity, surveys suggest nearly a quarter of deliveries suffer from service failures. With the limited research on third-party food delivery, we explore the important questions of (1) where customers place blame in the case of service failures with third-party food delivery (i.e. the platform or the restaurant) and (2) does this depend on the type of service failure? Drawing on blame attribution theory, signaling theory, and an exploratory study, we demonstrate that customers typically perceive such mishaps to be the responsibility of the restaurant rather than the delivery platform itself. We also examine the effect of visible service failure preventative actions taken by the restaurant on blame attribution and re-order intention.Design/methodology/approachWe conducted two online scenario-based studies to explore customer blame attribution in the case of third-party food delivery service failure. First, an exploratory study approach (NStudy1 = 512) was taken to provide additional support for the hypothesis development. An experiment (NStudy2 = 252) was then conducted to examine the hypothesized effects.FindingsFirst, the results of an exploratory study demonstrate that customers attribute service failures such as wrong items, missing items, cold food, or leaking containers to restaurants over third-party food delivery platforms. Second, the results of an experimental study suggest inclusion of an observable cue indicating preventative action, such as time-stamp information indicating when an order was received and packaged for delivery, increases customer re-order intention through the underlying mechanism of blame attribution.Originality/valueWe contribute to the underexplored area of third-party food delivery service failure and to our understanding of blame attribution in service failure scenarios. Further, we demonstrate a practical method to shift the blame away from restaurants for service failures that are outside of the establishment’s control.

This research investigates how consumer evaluations of brand extensions are affected by two distinct types of brand reputation: a reputation for social responsibility built through commitments to societal obligations, versus a reputation for ability developed by delivering quality offerings. Through six studies, we establish that while the two reputation types equivalently influence high fit brand extensions, a reputation for social responsibility (vs. ability) leads to more favorable responses toward low fit brand extensions by inducing a desire to support and help the company that has acted to benefit consumers. Furthermore, the facilitative effect of social responsibility on low fit brand extension evaluations is more prominent among consumers who value close relationships and caring for one another’s well-being (i.e., those with high communal orientation), and tends to dissipate when social responsibility initiatives are tainted with self-serving motives (i.e., when these initiatives are aligned with the brand’s core offering).

Purpose Tipping within the foodservice industry has traditionally been reserved for full-service restaurants. However, there is a growing trend of tip requests at limited-service restaurants, where tipping occurs prior to consuming the product. This research aims to examine the effect of a point-of-sale tip request at limited-service restaurants on return intentions via customer irritation. It also aims to analyze the moderating effects of check amount and perceived deservingness. Design/methodology/approach Four online scenario-based experiments were conducted to test the hypotheses. Participants were recruited from MTurk for all experiments (NStudy 1 = 152; NStudy 2 = 296; NStudy 3 = 206; NStudy 4 = 134). Findings Studies 1 and 2 suggested a negative impact of presenting a tip request on return intentions, with customer irritation as the underlying mechanism. Study 3 found the indirect effect was significant only when the check amount was low. Study 4 found that perceived deservingness of a tip also moderated this effect; the indirect effect was significant only when customers felt the employee did not deserve a tip. The effect was attenuated when customers felt the employee deserved a tip. Originality/value This paper contributes to the underexplored area of tipping behavior in the limited-service context. The findings contrast extant research on voluntary tipping at full-service restaurants, thus advancing theory by suggesting the consequences of tip requests are contextual and providing practical insights to limited-service establishments contemplating whether to begin requesting tips.

Purpose This paper aims to examine consumers’ opinions and behavioral intentions toward foods labeled as containing genetically modified (GM) (transgenic) ingredients across plant and animal-based categories. In light of marketplace changes (i.e. labeling requirements), we explore behavioral measures based on labeling options. Design/methodology/approach Three studies, one online projective survey using a convenience sample of consumers and two experiments conducted with Amazon mTurk adult US participants, are included. Findings Consumers have negative associations with GM products vs non-GM and are more likely to purchase unlabeled GM products. GM products may offer positive economic, societal and environmental benefits. However, the need for labeling overshadows these benefits and presence of GM labeling increased avoidance. Furthermore, changes in product opinion mediate consumers’ purchase intention and willingness to pay. Research limitations/implications GM labeling negatively influences consumers’ opinions and behavioral intentions. This is important for legislators and marketers concerned with counter-labeling effects (e.g. Non-GMO Project Verified). Practical implications Debates on efficacy of labeling, inclusion disclosure of ingredients, short-term risks and long-term implications are ongoing globally. Consumer reception and purchase intention can only be changed through governmental and corporate transparency. Social implications Widespread misinformation about GM foods, presence in our food supply, impact on health, economy, environment and the marketplace still exists. The findings reflect consumers’ responses to changes proposed by the 2016 National Bioengineered Food Disclosure Standard legislation. Originality/value With the paucity of research on consumer response to the release of a GM animal product into the food supply, this work breaks new ground as the first to examine the impact of disclosure of GM animal-based food type.

This abstract discusses the \"blender effect,\" which refers to how the physical state of food can influence consumers' perceptions and consumption decisions. The researchers conducted four experimental studies to examine this effect. In Study 1A, participants viewed equal volumes of food in different physical states (raw-solid, processed-solid, processed-semisolid) and found that the raw physical state was perceived as healthier. This effect was mediated by category representativeness. Study 1B ruled out alternative explanations. In Study 2, the physical state of the food displayed on a package was varied, and it was found that when the ingredients were not made salient, individuals perceived the food as healthier in the raw state. However, when the ingredients were made salient, there was no difference in healthiness perceptions based on the physical state. Study 3 examined the influence of the blender effect on consumption volume and found that individuals consumed a greater volume of the food when it was displayed in a less processed physical state. Mindful healthiness evaluations did not moderate this effect. Overall, the findings suggest that the physical state of food can impact consumers' perceptions and that managers should consider this when displaying food on packages or menus.

The way that food is presented on a plate not only influences aesthetic evaluations related to the way the food looks, it can also influence taste evaluations (Michel et al. 2014), preferences (Zampollo et al. 2012) and even the amount consumers are willing to pay for the dish (Michel et al. 2014). In light of the effects that food presentation can have on consumers'judgments and decisions, companies invest a significant amount of time and resources in perfecting the presentation of food items on plates that will be displayed on packages, menus, restaurant patron's tables and in display cases (Deroy et al. 2014; Spence et al. 2014). Some companies even use plating as a strategic tool. For instance, Red Lobster recently changed the way many of their menu items are plated with a focus on vertical food presentation. This research investigates an unintended consequence of food plating in terms of influencing consumers' portion size perceptions and serving size choices. We ask: would presenting a portion of food vertically (i.e., stacked up on a plate) versus horizontally (i.e., spread out on the plate) influence consumers' portion size perceptions? And, how might vertical (vs. horizontal) plating influence consumers' serving size choices? We draw on prior research related to size perceptions which shows that when evaluating the size of a container or product, consumers typically base their judgment on the size of one or two salient dimensions without accurately adjusting for the remaining dimensions (Krider et al. 2001; Krishna 2006; Raghubir and Krishna 1999), and link it with work which demonstrates in typical consumption situations consumers have a downward viewing angle. Building on these ideas, we propose that when looking down at a plate of food the length and width of the food portion will be relatively more salient than the height dimension leading consumers to perceive portions of food that are presented horizontally (vs. vertically) as larger. Given that we propose that portions of food will be perceived as larger when they are presented horizontally (vs. vertically) on a plate, an important follow up question becomes: how will food presentation influence consumers' serving size choices? We argue that when choosing between different sizes of free snacks individuals will choose larger sizes when the items are presented horizontally (vs. vertically) since the difference in portion size would be more apparent. However, if actual serving size information is available there should be no difference in portion size choice based on product presentation. Across four experimental studies we examine the effect of vertical (vs. horizontal) plating on consumers' portion size perceptions and serving size choices. In Study 1A we have participants view equal size portions of mashed potatoes that are either presented vertically or horizontally. We find that consumers perceive the portion of food as larger when it is presented horizontally on the plate. In Study 1B we rule out a potential alternative explanation for the effects of food presentation of portion size perceptions in terms of perceptual contrast between the food and the edge of the plate. Specifically, prior research shows that the distance between the edge of the plate and the food can lead to perceptual biases whereby greater distance leads food portions to be perceived as smaller (Van Ittersum and Wansink 2012). In Study 1B we vary the presentation of the food (horizontal vs. vertical) as well as the size of the plate the food is presented on and show that perceptual contrasts between the plate and the food are not driving our results. Then, in Study 2 we provide direct evidence for our proposed process related to the length and width being relatively more salient than the height when viewing a plate of food from a top view. Specifically, we show that the effect of food presentation on portion size perceptions holds when individuals view the food from the top view but is attenuated when individuals view the food from a side view (i.e., straight on). Finally, in Study 3 we examine a downstream effect of food presentation in terms of serving size choices. Additionally, we examine a boundary condition to the effect of food presentation in terms of displaying actual serving size information (i.e., product weight). That is, Study 3 varies both food presentation and the presence of serving size information. The results show that in the absence of serving size information, consumers choose larger portions of free snacks when the snacks are presented horizontally (vs. vertically). However, when serving size information is present there is no difference in serving size choices based on product information. Collectively, the results of four studies show that food presentation can systematically influence consumers' portion size perceptions and serving size choices. This effect appears to be driven by consumers' tendency to base portion size evaluations on the length and width dimensions of the food since these dimensions would be relatively more salient than the height dimension when looking down at a plate of food on a table. These findings are important from both a practical perspective as well as from a conceptual perspective. From a practical perspective, marketers and restaurant managers have considerable flexibility in manipulating the way food is presented on a plate. Therefore, managers might be able to strategically present food vertically or horizontally to influence consumers' portion size perceptions and choices. From a conceptual perspective, prior research related to size perceptions shows that the height dimension of containers and packages tends to dominate size evaluations (Krishna 2006; Raghubir and Krishna 1999). However, our findings suggest that when evaluating the size of portions of food displayed on a plate the length and width dimension might have a greater influence on size perceptions.