Tuesday, April 14, 2026

 

Reversible words can lower consumer disbelief in ads





University of Florida






It’s estimated that consumers experience hundreds if not thousands of marketing messages daily. While the exact number can depend, how much someone believes the message can be more important for marketing success than the number of messages they see. 

A new study reveals that a simple word choice in marketing messages can significantly impact how confident consumers feel about believing – or not believing – a claim. Researchers found that when words differ in their “reversability,” or how easily people can think of their opposites, it can trigger different mental processes when consumers evaluate marketing language. 

Imagine the messaging options for a new sunscreen designed specifically for those who like a strong scented product. The first product description reads, “The scent is prominent,” while the second notes, “The scent is intense.” The word “prominent” is uni-polar, meaning people tend to negate it by adding “not” to the original statement.

“Intense,” though, is a bi-polar word, meaning readers can easily come up with its opposite meaning and negate the statement by replacing it with its antonym. In this example, “The scent is mild,” instead of, “The scent is intense.” 

“When people encounter easily reversible words, like ‘intense’, in messages processed as negations (mild), they experience lower confidence in their judgements compared to words that are hard to reverse, like ‘prominent,'” explained Giulia Maimone, a postdoctoral scholar in marketing at the University of Florida Warrington College of Business. 

Across two experiments of more than 1,000 participants, the research demonstrated that this effect occurs because negations of bi-polar, or reversible, words engage a more elaborate cognitive process requiring additional mental effort, resulting in lower confidence of the statement’s truthfulness. 

Based on their findings, the researchers suggest that marketers take this advice when crafting language: for new products, use affirmative statements with easily reversible words, like ‘The scent is intense’ in the sunscreen example, which most consumers will judge as true with high confidence. Importantly, this language would also minimize the confidence of consumers who will be skeptical about the message, as they will process it via a more complex cognitive process that reduces confidence in those consumers’ disbelief. 

“This simple lexical choice could help companies maximize confidence in their desired messaging and minimize confidence among the doubters,” Maimone explained. 


Small, medium-sized independent U.S. firms adapted well to minimum wage hikes, as did workers




Carnegie Mellon University






Proposals to raise the minimum wage are often met with arguments that independent businesses may be vulnerable to such increases. In a new study, “Who’s Afraid of the Minimum Wage? Measuring the Impacts on Independent Businesses Using Matched U.S. Tax Returns,” researchers examined how small and medium-sized firms accommodated minimum wage hikes along product and labor market margins. The study found that firms reacted to increases in minimum wage differently depending on their size, but most adapted well, and the effect on workers was also largely positive.

Conducted by researchers at Carnegie Mellon University and the University of Michigan, the study is published in The Quarterly Journal of Economics.

“Although recent research has found that minimum wage increases have had few harmful effects on employment in the short run, fears that independent businesses operate on margins too slim to accommodate cost increases or face demand too elastic to pass costs to consumers have motivated small business exemptions and opposition to raising wage floors,” explains Max Risch, Assistant Professor of Accounting at Carnegie Mellon’s Tepper School of Business, who coauthored the study.“At the same time, surveys repeatedly find that independent business owners are divided on minimum wage policy, with large shares actually supporting higher wage floors.”

Researchers used a data set drawn from U.S. tax records from 2010 to 2019, state minimum wage changes, and data on low-earning and young workers (who may be most vulnerable to adjustments in wages). They measured responses from 217,000 firms across several margins, including employment, compensation to different types of workers, expenditures on non-labor inputs, revenues, profits, and firms’ exit and entry. Among the study’s findings:

  • On average, firms in highly exposed industries, largely restaurants and retail, did not substantially reduce employment; that is, they did not lay off workers, but moderately reduced part-time hiring. These firms fully financed the new labor costs with new revenues, leaving average owner profits unchanged.
  • However, higher wage floors forestalled entry, particularly for less productive firms, reducing the number of independent firms operating in these industries by roughly 2 percent. Yet even these industries did not shrink; instead, incumbent responses and strong positive selection among entrants reshaped industries that relied heavily on low-wage workers, yielding fewer but more productive firms after the cost shock.
  • In terms of workers, average earnings rose substantially with the minimum wage, and workers were no less likely to be employed. Worker transitions indicate that minimum wage increases boosted retention and that worker reallocation from independent firms toward large corporations buffered the impacts of the reduced hiring at independent firms.

“Amid limited understanding of how markets adjust to accommodate wage hikes, our study offers a comprehensive examination of this issue, informing the debate on how U.S. independent firms respond,” says Nirupama L. Rao, Assistant Professor of Business Economics and Public Policy at the University of Michigan’s Ross School of Business. “Contrary to concerns that such wage increases might imperil small firms, independent firms demonstrate remarkable adaptability.”

The study was supported by the Washington Center for Equitable Growth.

 

Cornell researchers document one of the largest known ground-nesting bee populations




Cornell University






ITHACA, N.Y. -- To save money, Rachel Fordyce parked her car for free at Ithaca’s East Hill Plaza and walked through East Lawn Cemetery to her job as a technician in an entomology lab on Cornell’s campus. One spring day in 2022, she walked in to work with a jar full of bees.

“These are all over the cemetery,” she told her boss, Bryan Danforth, professor of entomology in the College and Agriculture and Life Sciences. They identified the bees as Andrena regularis (also known as the "regular mining bee"), a wild, solitary, ground-nesting species that is an important pollinator.

Fordyce’s jar of bees led to the discovery that the Ithaca cemetery is home to one of the largest and oldest recorded aggregations of ground nesting bees in the world, with an estimated 5.5 million individual bees. That’s the equivalent of more than 200 honeybee hives in a 1.5-acre plot of land, and more than three times the population of Manhattan.  

“I’m sure there are other large bee aggregations that exist around the world that we just haven’t identified, but in terms of what is in the literature, this is one of the largest,” said Steve Hoge ’24, first author of a new study published April 13 in the journal Apidologie. The research delves into the biology of these economically important but understudied wild bees, using those at East Lawn Cemetery as a case study. Hoge conducted the research as an undergraduate working in Danforth’s lab .  

The paper describes a novel method for documenting many aspects of bee biology, reveals how such wild bees are extremely important agricultural pollinators for high-value specialty crops, such as the apples, one of New York's most iconic and valuable commodities, and points to the importance of cemeteries as preserves of biological diversity.

“The research elevates the value of solitary ground-nesting bees and shows just how abundant these bees are, how important they are as crop pollinators, and that we need to be aware of these nest sites and preserve them,” Danforth said.

Historical bee observation data revealed that A. regularis has been collected in the East Lawn Cemetery as far back as the early 1900s; the cemetery itself was founded in 1878. 

The discovery adds credence to claims that cemeteries serve as preserves of biodiversity. Older cemeteries, particularly in urban centers in Europe, are known to be refuges for rare plants, insects, birds and mammals. Indeed, Keven Morse, East Lawn Cemetery’s superintendent, whose family has been involved with the private nonprofit business for the last 46 years, said he has observed deer, nesting geese, hawks, foxes and coyotes on the grounds. And of course, bees, which he said have never stung him. “I just felt bad having to mow in certain areas,” he said. “There’s probably three or four sections where they really migrate heavy, there’s a lot of them.” 

The peacefulness, the lack of pesticides and the fact that, overall, the ground is rarely disturbed, all make cemeteries good habitat for bees, Danforth said. 

A. regularis and other ground nesting bees are vastly understudied, even though 75% of bees are solitary ground nesters. “It’s the most common lifestyle for bees,” Danforth said. When Hoge began the study, he searched the scientific literature for information on A. regularis and found the most comprehensive and useful article dated back to 1978, which created an opportunity to more fully describe the bee’s biology.

Like most solitary, ground-nesting bees, female A. regularis dig subterranean nests and lay eggs in brood cells provisioned with pollen and nectar. The eggs hatch into larvae and develop into adults underground.

“This species overwinters as adults, which is relatively rare, and that’s part of the reason why they come up out of the ground so early in the spring, timed to the apple bloom,” as well as other fruit trees and early blooming wildflowers, said Hoge, who majored in biology and society in the College of Arts and Sciences and is now a research assistant in the Division of Renal Medicine, Brigham and Women's Hospital at Harvard, with plans to attend medical school in the fall. In New York, A. regularis emerges around April, when temperatures begin to regularly hit 70 degrees at midday.

Cornell Orchards, around one-third of a mile away, provides a large resource of blooming flowers in early spring. This might partly explain the cemetery’s enormous population of A. regularis, along with the area’s sandy soil, which these bees prefer, Danforth said. 

In the study, the authors applied a new method to measure population size and to understand sex ratios and the timing of when males and females emerge from the ground in spring. They employed emergence traps, which are small mesh tents that are open on the bottom and sit over less than a square meter of ground. A funnel leads to a glass jar that traps insects.

“You capture a whole community of animals coming out of the ground with this approach,” Danforth said. 

The team set 10 traps between March 30 and May 16, 2023. They collected 3,251 individuals representing 16 species of bees, flies and beetles, with A. regularis as the dominant species, according to the paper. 

By counting how many bees were caught in each trap, the team calculated average bee density, or the number of bees emerging from a square meter of ground. Researchers then extrapolated that number to the total area of the cemetery, about 6,000 square meters. Given that different traps captured different numbers of bees, they calculated that the total population of A. regularis ranged from as few as 3 million to as many as 8 million, with an average of 5.5 million total bees.

The traps revealed that the males emerge first in bursts of activity when the weather warms in April. Days later, the females emerge. “The males come out first and wait for the females, so that they have the best opportunities to mate and pass on their genes,” Hoge said, confirming that A. regularis follows a pattern noted in other early spring bee species. 

The traps also allowed the team to identify and confirm brood parasitism by nomad (or “cuckoo”) bees (Nomada imbricata), which emerge later than A. regularis and at a slower rate, as they wait for the ground bees to provision their brood cells. They then lay their eggs in the brood cells of A. regularis. The nomad’s larva kills the larva of their miner bee host, and then feed on the pollen and provisions in the cell. 

Danforth and the team have created a global ground-nesting bee citizen science project, where people around the world can report on ground nesting bees and aggregations they observe in their daily lives. 

“These populations are huge, and they need protection,” Danforth said. “If we don’t preserve nest sites, and someone paves over them, we could lose in an instant 5.5 million bees that are important pollinators.”

Co-authors include postdoctoral researchers Jordan Kueneman and Katherine Odanaka, undergraduate students Steve Hoge '24 and Cassidy Dobler '26, and lab technician Rachel Fordyce. 

The study was funded by the Cornell Atkinson Center for Sustainability, the National Science Foundation, and the Federal Capacity Funds program.  

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Super magma reservoirs discovered beneath Tuscany



A Swiss-Italian team has discovered 6,000 km³ of magma beneath Tuscany.



Université de Genève





How can magma buried 5, 10, or even 15 km underground be detected without any surface indicators? The answer lies in ambient noise tomography, a technique that analyses natural ground vibrations with high precision. A team from the University of Geneva (UNIGE), the Institute of Geosciences and Earth Resources (CNR-IGG), and the National Institute of Geophysics and Volcanology (INGV) has identified a vast reservoir containing approximately 6,000 km3 of magma beneath Tuscany. Beyond its scientific significance, this breakthrough paves the way for faster and more cost-effective exploration methods to locate resources such as geothermal reservoirs, lithium, and rare earth elements, whose formation is closely linked to deep magmatic systems. The study was published in the journal Communications Earth & Environment.


Yellowstone National Park in the United States, Lake Toba in Indonesia, or Lake Taupo in New Zealand: these iconic volcanic sites harbor immense magma reservoirs measuring several thousand kmbeneath their surfaces. Their presence has been revealed through surface evidence such as eruptive deposits, craters, ground deformation, and gas emissions. However, in the absence of such signals, large volumes of magma can remain hidden and unsuspected deep within the Earth’s crust.


This was precisely the case in Tuscany, where reservoirs containing approximately 6,000 km3 of volcanic fluids at depths of 8–15 km within the continental crust were discovered by a team from the UNIGE, with contributions from researchers at the Institute of Geosciences and Earth Resources (IGG-CNR) and the National Institute of Geophysics and Volcanology (INGV).


Although this magma body could, in theory, contribute to the formation of a supervolcano over geological timescales, it currently poses no threat. “We knew that this region, which extends from north to south across Tuscany, is geothermally active, but we did not realize it contained such a large volume of magma, comparable to that of supervolcanic systems such as Yellowstone,” explains Matteo Lupi, associate professor in the Department of Earth Sciences at UNIGE’s Faculty of Science, who led the study.


An X-ray of the deep subsurface
This molten rock was detected using ambient noise tomography, a subsurface imaging technique widely used in seismology. It makes it possible to “X-ray” the Earth’s crust by harnessing natural environmental vibrations generated by ocean waves, wind, or human activity. As these signals travel through the ground, they are recorded by high-resolution seismic sensors deployed at the surface — around 60 instruments were used in this study. When seismic waves propagate at unusually low velocities, this can indicate the presence of molten material such as magma.


Combined analysis of the recordings made it possible to reconstruct a three-dimensional image of the internal structure of the covered area. "These results are important both for fundamental research and for practical applications, such as locating geothermal reservoirs or deposits rich in lithium and rare earth elements, which are used, for example, in electric vehicle batteries. In addition to their great scientific interest, these studies show that tomography, by exploring the subsoil quickly and at low cost, can be a useful tool for the energy transition," concludes Matteo Lupi.

 

New method offers a more realistic way to judge how near-fault structures perform in earthquakes



Civil Engineering Sciences






Assessing how bridges and other critical infrastructure will perform during earthquakes is a central problem in earthquake engineering. That problem becomes even harder near active faults, where ground motions can be highly complex and conventional analysis methods may not faithfully represent real hazard conditions. In a study published January 29, 2026, in Civil Engineering Sciences, researchers from Shijiazhuang Tiedao University and Hebei Earthquake Agency proposed a new framework designed to address that gap.

The method, called magnitude-based incremental dynamic analysis (MIDA), replaces one of the most common practices in seismic performance assessment: selecting historical ground motion records and scaling them to different intensity levels. According to the paper, that traditional workflow can introduce subjectivity and nonphysical distortion, which in turn may inflate structural response variability and reduce the reliability of performance evaluation. MIDA instead uses physics-based ground motion simulations tied to earthquake magnitude, allowing the seismic input to remain consistent with the source, path, and site conditions of the scenario being studied.

To test the approach, the team applied MIDA to a near-fault single-pylon cable-stayed bridge and compared the results with those from conventional IDA. The researchers simulated 11 earthquake magnitude levels, from service-level events to the maximum credible earthquake, and tracked damage using the curvature ductility ratio at the tower base. They found that MIDA generally predicted lower structural demand than IDA at the same PGA level and delayed the apparent onset of nonlinear behavior. In MIDA, the bridge first entered the nonlinear stage at about 0.7g, compared with about 0.5g in IDA.

The difference became more important at higher hazard levels. Under service-level, design-basis, and maximum-considered earthquakes, both methods indicated that the bridge tower remained in the elastic stage. But under the maximum credible earthquake scenario, the 84th percentile response in MIDA stayed below the threshold for extensive damage, while the corresponding IDA result exceeded that threshold. In other words, the conventional method tended to paint a more conservative and potentially less realistic picture of structural performance.

The study also found a major difference in response dispersion. At low hazard levels, MIDA showed greater variability because it preserved the natural spatial heterogeneity of near-fault ground motions. As earthquake intensity increased, however, MIDA’s dispersion decreased and stabilized, while IDA’s dispersion grew sharply in the nonlinear range. In the maximum credible earthquake scenario, the coefficient of variation was 95.3% for IDA, nearly twice the 51.5% reported for MIDA. The authors argue that much of the excess variability in IDA comes not from the hazard itself, but from inconsistent record selection and amplitude scaling.

“Current engineering practice needs assessment methods that are not only convenient, but physically credible,” Chao Luo said. “Our results show that when near-fault ground motions are modeled in a way that is consistent with earthquake magnitude and site conditions, the predicted structural performance is more stable and realistic.” This language reflects the paper’s central conclusion that MIDA improves the physical consistency and precision of seismic performance assessment for near-fault structures.

The immediate significance of the work is methodological, but the practical implications are broader. A more realistic assessment framework can help reduce bias in evaluating bridges and other critical structures exposed to extreme ground motions. The study identifies a clear path forward for performance-based seismic assessment: use hazard-consistent, magnitude-conditioned simulations to better match the physical reality of near-fault earthquakes. The paper states that this approach fills an important methodological gap in current practice and provides a scalable basis for future seismic reliability analysis.

Other contributors include Jingjing Li, Hao Wang and Xueliang Rong from the School of Civil Engineering at Shijiazhuang Tiedao University in Shijiazhuang, China; and Xiaoshan Wang from the Hebei Earthquake Agency.

This research was supported by the National Natural Science Foundation of China (Grant No. 52378171), the Scientific Research Project of Higher Education Institutions in Hebei Province (Grant No. CXZX2025050), the Natural Science Foundation of Hebei Province (CN) (Grant Nos. E2022210095 and E2024210049), and the S&T Program of Hebei (CN) (Grant No. 216Z5402G).

 

 

Stress, BMI, and hormones linked to earlier puberty in girls



Findings may help explain the ongoing trend toward younger age at puberty



Columbia University's Mailman School of Public Health





April 13, 2026-- Higher levels of key steroid hormones—combined with elevated stress and body mass index (BMI)—are associated with earlier onset of puberty in girls, according to a new study at Columbia University Mailman School of Public Health. Many studies describe declining trends in the age at puberty, but until now few studies have examined how stress and BMI interact with a girl’s hormonal biology. This paper is among the first to integrate these three factors using a comprehensive steroid metabolome approach. The findings are published in The Journal of Clinical Endocrinology & Metabolism.

 Elevated prepuberty urinary levels of glucocorticoids, androgens, and progesterone were strongly linked to accelerated breast development (thelarche). Girls with high glucocorticoid levels alongside high BMI and stress entered puberty an average of seven months earlier than peers with lower levels.

“While stress and BMI have long been recognized as independent predictors of puberty, few studies have examined how they interact with a girl’s hormones,” said Lauren Houghton, PhD, assistant professor of Epidemiology at Columbia Mailman School, and first author. “Our findings challenge conventional research that has largely focused on estrogen and body size, highlighting instead the role of stress and androgens – typically thought of as male hormones-- in shaping pubescent development.”

The strongest associations were observed for progesterone, androgens, and glucocorticoids, indicating that multiple hormonal pathways—not just estrogen—play a critical role in the timing of puberty.

For example:

-Higher glucocorticoid, androgen, and progesterone metabolites were associated with earlier onset of puberty,

-Elevated androgens and progesterone were also linked to a longer duration of puberty,

-Estrogen metabolites were associated with delayed onset, not acceleration,

-The effects of hormones on puberty timing were significantly modified by BMI and stress levels.

 Notably, the associations were consistent regardless of family history of breast cancer.

“Our objective was to identify the full set of hormonal patterns linked to accelerated puberty and test whether BMI and stress modify this relationship,” said Houghton, who is also assistant professor at the Herbert Irving Comprehensive Cancer Center at Columbia. “We predicted that girls with elevated BMI and stress would experience the earliest onset—and that the stress response shifts during this key time for girls.”

The researchers drew on data from the LEGACY Girls Study, a cohort of 1,040 girls ages 6 to 13 recruited across the U.S. States and Canada. Participants were followed every six months with clinical assessments, questionnaires, and biospecimen collection.

The analysis included 327 girls who were at the pre-puberty stage at baseline and provided urine samples at least one year before the onset of puberty. Houghton and colleagues measured a comprehensive panel of steroid metabolites using first-morning urine samples and tracked puberty development using validated clinical scales.

Mothers of the girls completed an Internalizing Composite Scale, which includes subscales for anxiety, depression, and other at-risk status. They also provided information on girls' family history of all cancers as well as on pregnancy and infancy, including birth weight and their child's race and ethnicity. Trained research staff measured height and weight twice every 6 months. 

“Unlike prior research, this study simultaneously examined hormonal patterns, BMI, and psychosocial stress—captured through standardized behavioral assessments—within the same cohort,” said senior author Mary Beth Terry, PhD, professor of Epidemiology at Columbia Mailman School, and the Herbert Irving Cancer Center, and Silent Spring Institute.  “Interestingly, we also learned that the associations were consistent regardless of family history of breast cancer.”

The findings may help explain the ongoing trend toward earlier puberty and point to actionable prevention strategies, observed the authors.

 “Stress-reducing interventions and healthy lifestyle changes may help delay early puberty and improve long-term health outcomes,” said Houghton. ‘Because early puberty is linked to increased breast cancer risk later in life, the results have important implications for both pediatric care and public health.”

Co-authors are Eva Siegel, Ying Wei, and Regina M Santella, Columbia Mailman School of Public Health; Stefan A Wudy and Michaela F Hartmann, Center of Child and Adolescent Medicine, Justus Liebig University, Giessen, Germany; Frank Stanczyk, Keck School of Medicine, University of Southern California; Julia A Knight, Sinai Health, Lunenfeld-Tanenbaum Research Institute, Toronto and Dalla Lana School of Public Health, University of Toronto; Irene L Andrulis, Sinai Health, Lunenfeld-Tanenbaum Research Institute, Toronto and University of Toronto; Angela R Bradbury and Lisa Schwartz, Perelman School of Medicine, University of Pennsylvania;  Saundra S Buys, University of Utah Health Sciences Center, Huntsman Cancer Institute, Salt Lake City; Mary B Daly, Fox Chase Cancer Center, Philadelphia; Esther M John, Stanford Cancer Institute, Stanford University School of Medicine; Wendy K Chung, Columbia University Medical Center and Herbert Irving Comprehensive Cancer Center, and Boston Children’s Hospital and Harvard Medical School; and Russell D Romeo, 18Department of Neuroscience and Behavior, Barnard College.

The research was funded by the National Cancer Institute, grants 5K07CA21816603 to L.C.H., 5R01CA15986804 5R01CA138819 5R01CA138638, and 5R01CA138844; the Breast Cancer Research Foundation, and the Columbia University Biomarkers Core P30CA013696 and P30ES009089.

The authors declare no conflict of interest.

Columbia University Mailman School of Public Health

Founded in 1922, the Columbia University Mailman School of Public Health pursues an agenda of research, education, and service to address the critical and complex public health issues affecting New Yorkers, the nation and the world. The Columbia Mailman School is the third largest recipient of NIH grants among schools of public health. Its nearly 300 multi-disciplinary faculty members work in more than 100 countries around the world, addressing such issues as preventing infectious and chronic diseases, environmental health, maternal and child health, health policy, climate change and health, and public health preparedness. It is a leader in public health education with more than 1,300 graduate students from 55 nations pursuing a variety of master’s and doctoral degree programs. The Columbia Mailman School is also home to numerous world-renowned research centers, including ICAP and the Center for Infection and Immunity. For more information, please visit www.mailman.columbia.edu.