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A brand series employs various letters which make such variations in brand names relatively comparable. However, scant attention has been paid to the influence of alphabetic order in a brand series on consumers' preferences(liking). This research aims to investigate the influence of alphabetic order in a brand series on consumers' preferences(liking) based on space-time congruity theory. With 4 experiments, this paper examines how the alphabetic order in a brand series influences consumers' preferences(liking) and uncovers the underlying psychological mechanism that connects alphabetic order in a brand series and consumers' preferences(liking). The findings indicate that a brand series employing a late letter receives more favors than a comparatively early letter. Newness perception mediates the effect of alphabetic order in brands on consumers' preferences(liking). For the products which accord with 'new means advantages' (the time value for these products is 'new means more advantages and better performances than old'), a brand series employing a late letter receives more favors than a comparatively early letter. However, for the products which accord with 'old means advantages' (the time value for these products is 'old means more advantages and better performances than new'), this effect is the opposite. The effect of alphabetic order in a brand series on consumers' preferences(liking) is only significant when consumers are in high involvement condition. The paper provides new insight into the influence of alphabetic order in a brand series on consumers' preferences., Author(s): Wenting Feng [sup.1] , LiJia Wang [sup.2] , Tao Wang [sup.3] Author Affiliations: (1) grid.503241.1, 0000 0004 1760 9015, Gemmological Institute, China University of Geosciences (Wuhan), , Wuhan, China [...]

Soil is the largest terrestrial reservoir of organic carbon and is central for climate change mitigation and carbon-climate feedbacks. Chemical and physical associations of soil carbon with minerals play a critical role in carbon storage, but the amount and global capacity for storage in this form remain unquantified. Here, we produce spatially-resolved global estimates of mineral-associated organic carbon stocks and carbon-storage capacity by analyzing 1144 globally-distributed soil profiles. We show that current stocks total 899 Pg C to a depth of 1 m in non-permafrost mineral soils. Although this constitutes 66% and 70% of soil carbon in surface and deeper layers, respectively, it is only 42% and 21% of the mineralogical capacity. Regions under agricultural management and deeper soil layers show the largest undersaturation of mineral-associated carbon. Critically, the degree of undersaturation indicates sequestration efficiency over years to decades. We show that, across 103 carbon-accrual measurements spanning management interventions globally, soils furthest from their mineralogical capacity are more effective at accruing carbon; sequestration rates average 3-times higher in soils at one tenth of their capacity compared to soils at one half of their capacity. Our findings provide insights into the world's soils, their capacity to store carbon, and priority regions and actions for soil carbon management.

The susceptibility of soil organic carbon (SOC) in tundra to microbial decomposition under warmer climate scenarios potentially threatens a massive positive feedback to climate change, but the underlying mechanisms of stable SOC decomposition remain elusive. Herein, Alaskan tundra soils from three depths (a fibric O horizon with litter and course roots, an O horizon with decomposing litter and roots, and a mineral-organic mix, laying just above the permafrost) were incubated. Resulting respiration data were assimilated into a 3-pool model to derive decomposition kinetic parameters for fast, slow, and passive SOC pools. Bacterial, archaeal, and fungal taxa and microbial functional genes were profiled throughout the 3-year incubation. Correlation analyses and a Random Forest approach revealed associations between model parameters and microbial community profiles, taxa, and traits. There were more associations between the microbial community data and the SOC decomposition parameters of slow and passive SOC pools than those of the fast SOC pool. Also, microbial community profiles were better predictors of model parameters in deeper soils, which had higher mineral contents and relatively greater quantities of old SOC than in surface soils. Overall, our analyses revealed the functional potential of microbial communities to decompose tundra SOC through a suite of specialized genes and taxa. These results portray divergent strategies by which microbial communities access SOC pools across varying depths, lending mechanistic insights into the vulnerability of what is considered stable SOC in tundra regions.

Since the rapid development of network technology, the rise of live-streaming shopping platforms has followed. Some streamers influence consumers’ preferences for products through their gender role attributes, thus generating great commercial value. Based on attachment theory and using an experimental approach, this study explored the impact of streamers’ gender roles (single gender/androgyny) on consumers’ preferences through 2 studies. Study 1 shows the androgynous streamer elicits a higher product preference than the single-gender (masculine and feminine) streamer. Study 2 demonstrates the moderating effect of gender stereotypes through 2 experiments to construct clear boundary conditions for the main effect and the results show that regardless of whether the streamer is male or female when individuals have a high gender stereotype, the single-gender streamer leads to a higher product preference than the androgynous streamer. When individuals have a low gender stereotype, the androgynous streamer promotes a higher product preference than the single-gender streamer.

A fundamental challenge in soil macroecology is to understand how microbial community structure shapes ecosystem function along environmental gradients of the land surface at broad spatial scales (i.e. the horizontal dimension). However, little is known about microbial community structure–function relationships in extreme environments along environmental gradients of soil depth at finer spatial scales (i.e. the vertical dimension). Here, we propose a general spatial dimension partitioning approach for assessing the patterns and drivers of soil microbial community structure–function relationships across horizontal and vertical spatial gradients simultaneously. We leveraged a 200‐km desert soil salinity gradient created by a 12‐year saline‐water irrigation in the Tarim basin of Taklamakan Desert. Specifically, using a general linear model, hierarchical variance partitioning, and a path model, we assessed the patterns and key ecological processes controlling spatial turnover in microbial community structure (i.e. β‐diversity) and enzymatic activity relevant to carbon, nitrogen, and phosphorus cycling along soil salinity gradients across study sites (horizontal dimension) and soil depths (vertical dimension). We found a decoupled relationship between soil microbial β‐diversity and enzymatic activity. Differences in soil depth (on the scale of meters) were as important as geographic distance (on the scale of kilometers) in shaping bacterial and fungal β‐diversity. However, the vertical and horizontal turnover in enzymatic activity was largely attributed to an increase in the heterogeneity of soil properties, such as soil texture, water content, and pH. Our findings suggest that dispersal limitation controls microbial community β‐diversity and that environmental heterogeneity, rather than soil salinization, controls enzymatic activity. Taken together, this work highlights that in the face of ongoing environmental alterations, soil depth is an under‐explored spatial dimension that must be considered in soil conservation efforts as a critical factor in determining microbial community structure and function in extreme environments. [ABSTRACT FROM AUTHOR]

Soil organic carbon (SOC) can be defined by measurable chemical and physical pools, such as mineral-associated carbon, carbon physically entrapped in aggregates, dissolved carbon, and fragments of plant detritus. Yet, most soil models use conceptual rather than measurable SOC pools. What would the traditional pool-based soil model look like if it were built today, reflecting the latest understanding of biological, chemical, and physical transformations in soils? We propose a conceptual model—the Millennial model—that defines pools as measurable entities. First, we discuss relevant pool definitions conceptually and in terms of the measurements that can be used to quantify pool size, formation, and destabilization. Then, we develop a numerical model following the Millennial model conceptual framework to evaluate against the Century model, a widely-used standard for estimating SOC stocks across space and through time. The Millennial model predicts qualitatively similar changes in total SOC in response to single factor perturbations when compared to Century, but different responses to multiple factor perturbations. We review important conceptual and behavioral differences between the Millennial and Century modeling approaches, and the field and lab measurements needed to constrain parameter values. We propose the Millennial model as a simple but comprehensive framework to model SOC pools and guide measurements for further model development.

The color of green product advertisements is an important factor affecting consumers’ preferences. Based on the theory of the self-control system, this paper explores the influence mechanism and boundary conditions of green product ad color on consumers’ preferences through three experiments. Experiment 1 tested the effect of advertisement color type (green/color) on consumers’ preferences for green products. The results show that color ad can promote consumers’ preferences for green products compared with green ad. Experiment 1 also analyzed the mediating role of the self-control system between advertisement color type (green/color) and consumers’ preferences. Experiment 2 further clarified the boundary of the main effect. The effect of ad color (green/color) on consumers’ preferences was only effective in the context of green products. Experiment 3 explored the moderating effect of green product type (egoistic/altruistic) on the main effect. The results show that only when the green product type is altruistic, the ad color type (green/color) can significantly affect consumers’ preferences. This study is the first to link the ad color of green products with consumers’ preferences. The findings confirm that the use of color ad for green products can elicit higher consumers’ preferences than pure green ad, which enriches the research on the color of green product advertisements.

This study employs morality preference theory to explore how acknowledgment type (self- vs. other-focused) influences donors' subsequent donation desires. The current research consists of 3 studies. Study 1 finds that an other-focused acknowledgment letter elicits higher subsequent donation desires than a self-focused letter. Study 2 testifies to the mediating role of morality preference between the relationship of acknowledgment type and subsequent donation desires. Study 3 manipulates the moral value on “what is the morally right thing of donation” and developed a new scale to measure morality preference. Study 4 excludes the influence of language structure and tests the main effect in a real donation behavior context.

Quantifying soil organic carbon (SOC) decomposition under warming is critical to predict carbon-climate feedbacks. According to the substrate regulating principle, SOC decomposition would decrease as labile SOC declines under field warming, but observations of SOC decomposition under warming do not always support this prediction. This discrepancy could result from varying changes in SOC components and soil microbial communities under warming. This study aimed to determine the decomposition of SOC components with different turnover times after subjected to long-term field warming and/or root exclusion to limit C input, and to test whether SOC decomposition is driven by substrate lability under warming. Taking advantage of a 12-year field warming experiment in a prairie, we assessed the decomposition of SOC components by incubating soils from control and warmed plots, with and without root exclusion for 3 years. We assayed SOC decomposition from these incubations by combining inverse modeling and microbial functional genes during decomposition with a metagenomic technique (GeoChip). The decomposition of SOC components with turnover times of years and decades, which contributed to 95% of total cumulative CO2 respiration, was greater in soils from warmed plots. But the decomposition of labile SOC was similar in warmed plots compared to the control. The diversity of C-degradation microbial genes generally declined with time during the incubation in all treatments, suggesting shifts of microbial functional groups as substrate composition was changing. Compared to the control, soils from warmed plots showed significant increase in the signal intensities of microbial genes involved in degrading complex organic compounds, implying enhanced potential abilities of microbial catabolism. These are likely responsible for accelerated decomposition of SOC components with slow turnover rates. Overall, the shifted microbial community induced by long-term warming accelerates the decomposition of SOC components with slow turnover rates and thus amplify the positive feedback to climate change.

Improving predictions of soil organic carbon (SOC) dynamics by multi-compartment models requires validation of turnover times of different SOC pools. Techniques such as laboratory incubation and isotope analysis have been adopted to estimate C turnover times, yet no studies have systematically compared these techniques and assessed the uncertainties associated with them. Here, we tested whether C turnover times of soil fractions were biased by methodology, and how this changed across soil particle sizes and ecosystems. We identified 52 studies that quantified C turnover times in different soil particles fractionated either according to aggregate size (e.g., macro- versus micro-aggregates) or according to soil texture (e.g., sand versus silt versus clay). C turnover times of these soil fractions were estimated by one of three methods: laboratory incubation (16 studies), δ13C shift due to C3–C4 vegetation change (25 studies), and 14C dating (19 studies). All methods showed that C turnover times of soil fractions generally increase with decreasing soil particle size. However, estimates of C turnover times within soil fractions differed significantly among methods, with incubation estimating the shortest turnover times and 14C the longest. The short C turnover times estimated by incubation are likely due to optimal environmental conditions for microbial decomposition existing in these studies, which is often a poor representation of field conditions. The 13C method can only be used when documenting a successive C3 versus C4 vegetation shift. C turnover times estimated by 14C were systematically higher than those estimated by 13C, especially for fine soil fractions (i.e., silt and clay). Overall, our findings highlight methodological uncertainties in estimating C turnover times of soil fractions, and correction factors should be explored to account for methodological bias when C turnover times estimated from different methods are used to parameterize soil C models.

As the pace of modern life accelerates, social exclusion occurs more and more frequently in interpersonal interactions. The type of social exclusion can lead to different psychological needs of individuals, and, thus, affects the tendency of word-of-mouth (WOM) recommendation. There are three experiments in this research. Experiment 1 explores the influence of social exclusion types on the willingness of WOM recommendation. The result shows that being rejected increases individuals' willingness to WOM recommendations while being ignored decreases individuals' willingness. Experiment 2 explores the internal psychological mechanism of the influence of social exclusion types on WOM recommendation behavior and proves the mediating role of psychological needs (affiliative-focused needs; power/provocation need). In experiment 3, the moderating effect of product attributes (scarcity/popularity) on the main effect is analyzed. This research is the first to explore the influence of social exclusion types on individuals' willingness to WOM recommendations, which enriches the research on social exclusion in the field of WOM recommendations.

With the increasingly crowded shopping environment, social crowding has become an important factor that affects consumers’ psychology and behavior. However, the impact of social crowding on consumers’ preference for green products hasn’t been focused on. Therefore, the aim of this paper is to empirically investigate the influence of social crowding on consumers’ preference for green products. With four studies, the present research examines how social crowding influences consumers’ preferences and uncovers the underlying psychological mechanism. The research shows that consumers prefer green products more under the condition of high social crowding than low, and safety needs mediate the impact of social crowding on green products preference. However, the impact of social crowding on the preference for products is only significant in green products. It also demonstrates the moderating effect of introversion-extraversion personality traits between social crowding and green products preference. For extraverted consumers, social crowding won’t affect their preference for green products, while for introverted consumers, social crowding is more likely to increase their preference for green products. This study contributes to marketing research by proposing and testing a new mechanism that underlies social crowding.

Consumers usually endorse tourism products differently when sharing positive electronic word-of-mouth (eWOM). This research examines the relative persuasiveness of two endorsement styles, that is, explicit endorsement (e.g., "I recommend it") and implicit endorsement (e.g., "I love it"). Drawing on the persuasion knowledge model, we propose that explicit endorsements are less persuasive than implicit endorsements because the former trigger stronger persuasion knowledge. We further argue that source trustworthiness mitigates the persuasion effect difference between the two endorsement styles. This article assesses these hypotheses across different sources (anonymous reviewers, friends, influencers), channels (online community, social commerce platform, social networking app), and products (hotels, restaurants) using secondary data analysis and two experiments. Three studies provide support for our hypotheses. By revealing the relationship between endorsement styles and eWOM persuasiveness, this article provides important implications for implementing effective product endorsement. [ABSTRACT FROM AUTHOR]