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The food-related lifestyle (FRL) instrument was utilized to analyze rural and urban consumers and divide population samples into FRL consumer segments. Attributes of both geographic regions' consumer choice and attitudes toward the selection and purchase of new food products are explored. The findings of the research suggest urban consumers are more responsive toward new food products and the modes of influence have a greater impact on the urban market segment. The findings of the research displayed a preference by both rural and urban consumers toward the same five salient factors when selecting new food products: price, quality, taste, health issues, and nutritional composition. The article identifies the dynamics of new food product selection and provides a consumer profile for rural and urban market segments using the labels of Uninvolved consumers, Hedonistic food consumers, Adventurous food consumers, Careless food consumers, Conservative food consumers, and Rational food consumers.

Over the past several months, the coronavirus has infected nearly 2 million Americans and killed more than 100,000. Governors have issued stay-at-home orders, and prosecutors have filed criminal charges against individuals for defying those orders. And yet, many Americans have still refused to keep their distance from their fellow citizens, even if they had symptoms of infection. This study explores the underlying causes for those who intend to defy these norms.Methods: Using national-level data from a March 2020 survey of 989 Americans, we explore intentions to defy social distancing norms by testing an interactionist theory of foundation-based moral behavior in combination with faith in President Trump. The analysis controls for a range of variables, including measures of low self-control and deterrence.Results: Low self-control is the strongest predictor of defiance intentions. Consistent with interactionist theory, defiance intentions are significantly higher for those holding a specific faith in Trump and those endorsing binding foundation. Furthermore, the interaction of these two variables is significant and in the predicted direction. The results hold for two different measures of faith in Trump. Conclusions:Even with a strong effect for low self-control, faith in President Trump is a strong predictor of refusal to social distance, and its effect is largest among individuals high in binding foundations.

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