Conservative consumer disinterest in plant-based meat: A problem of message incongruence.

The drive to encourage consumers to reduce animal meat protein has resulted in a substantial market for plant-based meat products. Despite willingness and acceptance among certain sectors of the population, there remains a large proportion of consumers unwilling to try plant-based meat. Through the lens of political ideology and applying message congruence theory, we demonstrate that current message framing is incongruent to conservative consumers in the USA.

Post-translational polymodification of β1-tubulin regulates motor protein localisation in platelet production and function.

In specialised cells, the expression of specific tubulin isoforms and their subsequent post-translational modifications drive and coordinate unique morphologies and behaviours. The mechanisms by which β1-tubulin, the platelet and megakaryocyte (MK) lineage restricted tubulin isoform, drives platelet production and function remains poorly understood. We investigated the roles of two key post-translational tubulin polymodifications (polyglutamylation and polyglycylation) on these processes using a cohort of thrombocytopenic patients, human induced pluripotent stem cell (iPSC) derived MKs, and healthy human donor platelets.