Group marketing uses the psychological mechanisms underlying group influence to drive customer behaviors that are beneficial to the firm. It is predicated on the firm's ability to guide two necessary and sufficient conditions: (1) a customer's awareness of an affiliation with the focal group and (2) exposure to group norms. By examining what it means to be affiliated with a group; determining how group norms are inferred, applied, and maintained; and testing a wide variety of ways in which these conditions become manifest, this research demonstrates the theoretical foundations of group marketing. Groups influence purchase behaviors by altering information and identity appraisals during decision making. Time in a purchase domain emerges as a critical determinant of the strength of group influence. Although previous research has suggested that social influence diminishes over time, a longitudinal field study and an experiment reveal that this prediction holds only when information appraisal dominates; an opposite effect arises when identity appraisal dominates. Group efficacy strengthens, but product price weakens, the effects of groups on purchase behaviors.

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Purpose Although online brand communities (OBCs) are extensively demonstrated to be an important social media tool in building brand equity, they may have backfire effects under certain conditions. Drawing from the self–brand connection theory, the purpose of this study is to investigate the effect of group heterogeneity on brand commitment. The mediation effect of self–brand connection and moderation effect of brand symbolism has also been examined. Design/methodology/approach Data were collected using a survey of 498 users from a range of OBCs. Hierarchical regression and bootstrapping method were used to test the research model. Findings The findings indicate that group heterogeneity negatively affects brand commitment in which self–brand connection plays a role of mediation. Further, the negative effect is more pronounced for high-symbolic brands than low-symbolic ones. Practical implications Brand managers are advised to note the dark side of OBCs in general and alleviate the adverse effects of group heterogeneity in particular, especially for high-symbolic brands. Originality/value Previous research pays little attention to the adverse effect of OBCs. This study enriches the literature by revealing that the backfire effect of OBCs arises when users become heterogeneous and uncovering in what situations the negative effect is stronger.

Rice is one of the staple crops in the world. Grain size is an important determinant of rice grain yield, but the genetic basis of the grain size remains unclear. Here, we report a set of chromosome segment substitution lines (CSSL) developed in the genetic background of the genome-sequenced indica cultivar Zhenshan 97. Genotyping of the CSSLs by single nucleotide polymorphism array shows that most carry only one or two segments introduced from the genome-sequenced japonica cultivar Nipponbare. Using this population and the high-density markers, a total of 43 quantitative trait loci were identified for seven panicle- and grain-related traits. Among these loci, the novel locus qGL11 for grain length and thousand-grain weight was validated in a CSSL-derived segregating population and finely mapped to a 25-kb region that contains an IAA-amido synthetase gene OsGH3.13, This gene exhibited a significant expression difference in the young panicle between the near-isogenic lines that carry the contrasting Zhenshan 97 and Nipponbare alleles at qGL11. Expression and sequence analyses suggest that this gene is the most likely candidate for qGL11. Furthermore, several OsGH3.13 mutants induced by a CRISPR/Cas9 approach in either japonica or indica exhibit an increased grain length and thousand-grain weight, thus enhancing the final grain yield per plant. These findings provide insights into the genetic basis of grain size for the improvement of yield potential in rice breeding programs.

OsGBPs are a small family of four genes in rice (Oryza sativa L.) that function as transcription factors recognizing the GAGA motif; however, their functions in plant growth and development remain unclear. Here we report the functions of OsGBPs in plant growth and grain development. Knock-down and knock-out of OsGBP1 promoted seedling growth and enhanced grain length, whereas overexpression of OsGBP1 exhibited the opposite effect on seedling growth and grain length, indicating that OsGBP1 repressed grain length and seedling growth. In addition, overexpression of OsGBP1 led to delayed flowering time and suppressed plant height. OsGBP1 could regulate OsLFL1 expression through binding to the (GA) element of its promoter. In contrast, OsGBP3 induced grain length and plant height. Grain length and plant height were decreased in OsGBP3RNAi lines and were increased in OsGBP3 overexpression lines. We also found a synergistic effect of these two genes on grain width and plant growth. RNAi of both OsGBP1 and OsGBP3 resulted in severe dwarfism, compared with RNAi of a single gene. These results suggest the presence of functional divergence of OsGBPs in the regulation of grain size and plant growth; these results enrich our understanding of the roles of GAGA-binding transcription factors in the regulatory pathways of plant development.

Transmission ratio distortion (TRD) refers to a widespread phenomenon in which one allele is transmitted by heterozygotes more frequently to the progeny than the opposite allele. TRD is considered as a mark suggesting the presence of a reproductive barrier. However, the genetic and molecular mechanisms underlying TRD in rice remain largely unknown. In the present study, a population of backcross inbred lines (BILs) derived from the cross of a japonica cultivar Nipponbare (NIP) and an indica variety 9311 was utilized to study the genetic base of TRD. A total of 18 genomic regions were identified for TRD in the BILs. Among them, 12 and 6 regions showed indica (9311) and japonica (NIP) alleles with preferential transmission, respectively. A series of F 2 populations were used to confirm the TRD effects, including six genomic regions that were confirmed by chromosome segment substitution line (CSSL)-derived F 2 populations from intersubspecific allelic combinations. However, none of the regions was confirmed by the CSSL-derived populations from intrasubspecific allelic combination. Furthermore, significant epistatic interaction was found between TRD1.3 and TRD8.1 suggesting that TRD could positively contribute to breaking intersubspecific reproductive barriers. Our results have laid the foundation for identifying the TRD genes and provide an effective strategy to breakdown TRD for breeding wide-compatible lines, which will be further utilized in the intersubspecific hybrid breeding programs.

Leaf chlorophyll content is an important physiological indicator of plant growth, metabolism and nutritional status, and it is highly correlated with leaf nitrogen content and photosynthesis. in this study, we report the cloning and identification of a xylan glucuronosyltransferase gene (OsGUX1) that affects relative chlorophyll content in rice leaf. Using a set of chromosomal segment substitution lines derived from a cross of wild rice accession ACC10 and indica variety Zhenshan 97 (ZS97), we identified numerous quantitative trait loci for relative chlorophyll content. one major locus of them for relative chlorophyll content was mapped to a 10.3-kb region that contains OsGUX1. the allele OsGUX1 AC from ACC10 significantly decreases nitrogen content and chlorophyll content of leaf compared with OsGUX1 ZS from ZS97. The overexpression of OsGUX1 reduced chlorophyll content, and the suppression of this gene increased chlorophyll content of rice leaf. OsGUX1 is located in Golgi apparatus, and highly expressed in seedling leaf and the tissues in which primary cell wall synthesis occurring. our experimental data indicate that OsGUX1 is responsible for addition of glucuronic acid residues onto xylan and participates in accumulation of cellulose and hemicellulose in the cell wall deposition, thus thickening the primary cell wall of mesophyll cells, which might lead to reduced chlorophyll content in rice leaf. These findings provide insights into the association of cell wall components with leaf nitrogen content in rice.Rice (Oryza sativa. L) providing a staple food for more than half of the population in the world, is a monocot model species for genetics, biology and functional genomics studies. Leaf photosynthesis has great potential for the improvement of rice yield, which will significantly contribute to addressing food demand challenge. The chloroplast of green tissue or leaf, as the most important supporter of carbon fixation and energy transformation, plays important roles in photosynthesis 1-3 . Both genetic and environmental factors have effect on the biochemical composition in chloroplast, thus affecting photosynthetic rate 4 .Previous studies have indicated that leaf color is a sensitive indicator of crop growth, metabolism and nutritional status, and it is closely related to the content of photosynthetic pigment, and positively correlated with leaf nitrogen (N) content 5-7 . Understanding the genetic and physiological bases of leaf nitrogen status is essential for efficient crop production and nitrogen management in intensive rice cropping systems. Leaf greenness is determined by specific properties, such as leaf chlorophyll content and chloroplast development, and leaf morphological characteristics (leaf thickness, surface structure and wall components). To study the genetic and molecular basis of leaf color, more than one hundred of rice mutants associated with leaf colors and chlorophyll content have been identified (http://archive.gramene.org/db/genes/). Several genes have been implicated in the chlorophyl...