Xiaoying Feng

Journal of Marketing Research Scholarly Insights are produced in partnership with the AMA Doctoral Students SIG – a shared interest network for Marketing PhD students across the world. A 2024 Bloomberg study analyzed the secondary market for luxury watches and found something remarkable: changing a Rolex bezel from black to blue (the so-called “Batman” vs. “Pepsi”) can double the price. Everything else is the same, except for the color.

Loading metrics Open Access Peer-reviewed Research Article ? This is an uncorrected proof. Citation: Du Y, Lv Y, Feng X, Luo Y, Wei X, Shao S, et al. (2026) The 3C-like serine protease activity of porcine astrovirus nsP1a/3 mediates mitochondrial apoptosis and MAVS cleavage to facilitate viral replication and antagonize type I interferon response. PLoS Pathog 22(2): e1013987. https://doi.org/10.1371/journal.ppat.1013987 Editor: Carlos F.

Picture your great¹⁰⁰⁰ grandma crouched by a fire pit 25,000 years ago, deciding whether to eat unfamiliar berries or face starvation. She braves the bitterness, survives, and passes her taste-sensing genes through generations, eventually reaching you. Fast forward to today: you’re ordering an extra-dark roast at Starbucks while your friend frowns over your “bitter” choice. Little do they know, your ancient ancestor might still be calling the shots.