In this rigorous investigation into the logic of truth Anil Gupta and Nuel Belnap explain how the concept of truth works in both ordinary and pathological..

The pupils of the eyes reflexively constrict in light and dilate in dark to optimize retinal illumination. Non-visual cognitive factors, like attention, arousal, decision-making, etc., also influence pupillary light response. During passive viewing, the eccentricity of a stimulus modulates the pupillary aperture size driven by spatially weighted corneal flux density, which is the product of luminance and the area of the stimulus. Whether the scope of attention also influences PLR remains unclear. In this study, we contrasted the pupil dynamics between (...) diffused and focused attentional conditions during decision-making, while the global CFD remained the same in the two conditions. A population of 20 healthy humans participated in a pair of forced choice tasks. They distributed attention to the peripheral decision cue in one task, and concentrated at the center in the other to select the target from four alternatives for gaze orientation. The location of this cue did not influence participants’ reaction time. However, the magnitude of constriction was significantly less in the task that warranted attention to be deployed at the center than on the periphery. We observed similar pupil dynamics when participants either elicited or canceled a saccadic eye movement, which ruled out pre-saccadic obligatory attentional orientation contributing to PLR. We further addressed how the location of attentional deployment might have influenced PLR. We simulated a biomechanical model of PLR with visual stimulation of different strengths as inputs corresponding to the two attentional conditions. In this homeomorphic model, the computational characteristic of each element was derived from the physiological and/or mechanical properties of the corresponding biological element. The simulation of this model successfully mimicked the observed data. In contrast to common belief that the global ambient luminosity drives pupillary response, the results of our study suggest that the effective CFD determined via the luminance multiplied by the size of the stimulus at the location of deployed attention in the visual space is critical for the magnitude of pupillary constriction. (shrink)

Meditation refers to a family of self-regulation practices that focuses on training attention and awareness to foster psycho-emotional well-being and to develop specific capacities such as calmness, clarity, and concentration. We report a prospective convenience-controlled study in which we analyzed the effect of two components of Preksha Dhyāna – buzzing bee sound meditation and color meditation on healthy college students. Mahapran and leśya dhyāna are two Preksha Dhyāna practices that are based on sound and green color, respectively. The study population (...) represents a suitable target as college students experience different stress factors during the school year. This study measures the individual and combined effects of two techniques, on short-term memory, attention, and affect, in novice meditators. We used a battery of cognitive, performance, and compared results with baseline and control values. We found improved cognition, especially attention, short-term memory, and affect in terms of positivity and reduced negativity. Overall, the two techniques produced variable benefits and subjects showed improved scores over baseline for short-term memory, cognitive function, and overall wellbeing. Further studies are required to understand underlying mechanisms for the observed differences between the two techniques and to elucidate mechanisms underlying the more pronounced and global benefits observed with the combined techniques. These results underscore a need to examine individual components of meditation practices in order to individualize treatment approaches for attention disorders in young adults.Clinical Trail Registration:ClinicalTrials.gov Identifier: NCT03779269. (shrink)

Plants growing in temperate regions are able to survive freezing temperatures from −5° to −30°C, depending on the species, through a process known as cold acclimation. In the last decade much work has been done on the molecular mechanisms of low temperature (LT) signal transduction and cold acclimation. Mutant studies and microarray analyses have revealed C-Repeat binding factor (CBF) -dependent and -independent signaling pathways in plants. Experimental evidence suggests the existence of ‘potential LT sensors’ but as yet there is no (...) direct proof. A number of signal transducers such as various kinases/phosphatases have been demonstrated but the signal transduction pathways have not been elucidated. An understanding of the molecular basis of the signaling process, however, is of potential practical application. Designing new strategies to improve cold tolerance in crop varieties could increase the plant productivity and also expand the area under cultivation. BioEssays 27:1048–1059, 2005. © 2005 Wiley Periodicals, Inc. (shrink)

This article discusses the emergence of the concept of ‘transnational feminisms’ as a differentiated notion from ‘global sisterhood’ within feminist postcolonial criticism. This is done in order to examine its usefulness for interrogating the globalization of reproductive technologies and women’s right to selfdetermination over their own bodies by using these technologies. In particular, women’s use of technologies for assisted conception, and the local and global transactions in reproductive body parts form a testing ground for transnational feminisms. Does the construction of (...) individual reproductive rights still leave some ground for women’s collective struggles? It is proposed that, if at all, transnational solidarity on this issue is possible, it will have to be built on the concept of universal ethical norms regarding human dignity. (shrink)

Business and Society Review, Volume 127, Issue 1, Page 49-68, Spring 2022.

In order to appreciate the content and structure of this article, one must first distinguish between Indian philosophy, even in its modern form, and philosophy which is done by Indians. When a philosopher of Indian heritage writes on modern Western logic or on phenomenology, he/she is not doing Indian philosophy. Such philosophers have not been included in this essay. According to my understanding of the term, their work would be Indian philosophy only if these Western ideas have some impact on (...) their study of Indian philosophy, or if they use Indian philosophical ideas to interpret Western philosophy, or if their work is aimed at preserving and/or extending traditional Indian philosophical pursuits. Similarly, Indian philosophy is not restricted to philosophy written by Indians; it includes philosophy written by anyone, regardless of national origin, who develops, interprets, or reinterprets the themes of classical Indian philosophy. There are many excellent Western scholars of Indian philosophy, such as Eric Frauwallner, Eliot Deutsch, Daniel Ingalls, and Karl Potter. However, because of the limitations of space, I have not discussed their work in this article. I have selected only contemporary philosophers of Indian heritage whose work coherently fits into a narrative account of recent developments in Indian philosophy that reflects the continuation and enrichment of the Indian tradition. (shrink)

In lieu of an abstract, here is a brief excerpt of the content:Philosophy, Psychiatry, & Psychology 9.1 (2002) 93-96 [Access article in PDF] Phenomenological Methods in Psychiatry:A Necessary First Step M. Gupta and L. Rex Kay Keywords: behavior, empathy, human science, methodology, natural science, phenomenology. WE ARE GRATEFUL to the journal for prviding the opportunity for exchange and discussion of some of the themes raised in our paper, "The impact of phenomenology on North American psychiatric assessment" and we are (...) pleased to be able to reply to the two excellent commentaries by McMillan and Morley. Both McMillan and Morley question the prospect of employing phenomenology and its methods in psychiatric assessment, and in psychiatric practice more generally. McMillan questions the utility of such a step, and Morley is pessimistic about its feasibility. We shall address each author's concerns in turn.Initially, let us restate the aims of our paper to contextualize our arguments and those made in the commentaries. First, we sought an understanding of what is meant by North American psychiatrists, working within the DSM framework, when they refer to the phenomenological approach to psychiatric assessment. To elucidate this meaning, we compared the contemporary North American usage to a small number of definitions of phenomenology, particularly those definitions that were, and are now, applied to clinical psychiatric work. Contrary to McMillan's suggestion, we did not intend to state definitively what should or should not count as phenomenological, but rather to compare North American psychiatric assessment to what typically has counted as phenomenological. Second, we sought to examine phenomenology's influence on North American psychiatric practice, particularly psychotherapy.Morley argues that such influences usually exemplify the inappropriate appending of phenomenology to psychiatric practice rather than true integration of different paradigms. Although we do not disagree with this general contention, we will argue that the deployment of phenomenological methods in psychiatric assessment is a necessary first step toward the kind of integration he proposes.McMillan makes two related but unintegrated points. First, he argues that objective, behavioral data are phenomenological, according to his broad definition of the term. Second, he proposes that, if the behavioral and the phenomenological are different, we are better off staying with the behavioral when it comes to psychiatric nosology. Let us consider these two points in succession.McMillan seeks to broaden Jasper's definition of phenomenology to include objective observations [End Page 93] as phenomenological. To this end, he distinguishes methods from aims. He summarizes Jasper's definition of phenomenology as "an empirical method for investigating 'individual psychic experience (p 55)" and claims that this is a statement of aim or objectives. He then urges us to "consider the merits of different phenomenological methodologies in terms of their success in achieving this objective" whether or not they utilize "all the methods" of phenomenology. This is much like saying that if we treat waving one's hand as a method for greeting someone, we are then free to treat the objective of the wave as one of greeting someone, and then say that anything that serves as a greeting is, by definition, a "wave." Whatever else McMillan's objective observations are, he has not convinced us that they are phenomenological, anymore than we are likely to convince you that a kiss on the lips is really just a wave.Nonetheless, it is worthwhile seeing what McMillan does with this argument. He tells us that we can "read the first-person experience from behavior in a fairly accurate and informative way." He uses the example of a father gazing at his young child and notes that it is not unreasonable to infer that he is experiencing loving and nurturing feelings. It is, indeed, not unreasonable to draw such an inference. But it is far more reasonable to infer that the father is experiencing a cacophony of feelings, including, but not limited to, love, concern, anxiety, pride, envy, hope, and sadness (Stern 1995, 18-58). If we are able to distinguish which of these feelings is dominant at any given moment—which we are—and if we are also able to track subtle shifts in such feelings... (shrink)

ABSTRACT The paper examines the ethical conception of the most well‐known and much discussed Hindu text, the Bhagavad Gītā, in the context of the Western distinction between duty ethics and virtue ethics. Most of the materials published on the Gītā make much of its conception of duty; however, there is no systematic investigation of the notion of virtue in the Gītā. The paper begins with a discussion of the fundamental characteristics of virtue ethics, before undertaking a discussion of the conceptions (...) of duty and virtue in the Gītā. The paper clearly demonstrates that (1) both duty and virtue coexist in the Gītā, and (2) the Gītā accords virtue an important place. (shrink)

This article uses critical discourse analysis to examine how the higher COVID-19 infection rates among South Asians in general, and Punjabis more specifically, have been represented by conservative politicians and their representatives as a consequence of cultural and religious practices. Two counter-narratives are discussed. The first substitutes the negative image of the Sikh Punjabi Canadian community with a celebratory and positive view of Sikh humanitarianism and community service. The second attributes the high numbers to class attributes such as precarious jobs, (...) poverty-level wages, employment insecurity, lack of sick days, over-crowded housing, racism and lack of access to healthcare. We argue that the conservative explanation as well as the first counter-narrative reveal continuities in culturalist understandings of South Asian immigrants, albeit in slightly different ways. The second counter-narrative represents a discursive resistance by advancing a structural analysis of health and disease in immigrant communities. (shrink)

Debates about God’s personhood, or lack thereof, are central to philosophy of religion. This paper aims to advance these debates by presenting the “greatness of personhood argument” for God’s personhood and a dilemma for those who deny God’s personhood. I also consider various objections to this argument and this dilemma and argue that they fail. Notably, my reasoning in defence of personal theism is cross-cultural insofar as personal theists across various religious traditions can use it. Thus, this paper defends personal (...) theism in a manner that can bring Western and non-Western theists into closer dialogue regarding the topic of God’s personhood. (shrink)

The spread of digital technology to all parts of our lives has led to meaningful benefits, ranging from the conveniences offered by ride-sharing apps to prediction of mental health crises and track...

We argue that distinct conditionals—conditionals that are governed by different logics—are needed to formalize the rules of Truth Introduction and Truth Elimination. We show that revision theory, when enriched with the new conditionals, yields an attractive theory of truth. We go on to compare this theory with one recently proposed by Hartry Field.

In this groundbreaking book, psychiatrist and ethicist Mona Gupta analyzes the basic assumptions of Evidence-based medicine (EBM), and critically examines their applicability to psychiatry. Highlighting ethical tensions between psychiatry and EBM, she asks the controversial question - should psychiatrists practice evidence-based medicine at all?

The COVID-19 pandemic will likely recede only through development and distribution of an effective vaccine. Although there are many unknowns surrounding COVID-19 vaccine development, vaccine demand will likely outstrip early supply, making prospective planning for vaccine allocation critical for ensuring the ethical distribution of COVID-19 vaccines. Here, we propose three central goals for COVID-19 vaccination campaigns: to reduce morbidity and mortality, to minimise additional economic and societal burdens related to the pandemic and to narrow unjust health inequalities. We evaluate five (...) prioritisation approaches, assess their likely impact on advancing the three goals of vaccine allocation and identify open scientific questions that may alter their outcomes. We argue that no single prioritisation approach will advance all three goals. Instead, we propose a multipronged approach that considers the risk of serious COVID-19 illness, instrumental value and the risk of transmission, and is guided by future research on COVID-19-specific clinical and vaccine characteristics. While we focus this assessment on the USA, our analysis can inform allocation in other contexts. (shrink)

Vāda, the classical name for the act of discussion/debate in the Indian tradition, forms the basis of every conversation undertaken to reach correct knowledge. The paper explores the Indian tradition of Vāda and its subcategories with the intention of highlighting the all-encompassing and holistic nature of this Indian tool of cultural studies in both theory and praxis. It checks into its evolution through contemporary times, wherein it has lost its essence to accommodate the corrupted interests of modern individuals as well (...) as leaders and debaters. Through the analysis of various examples, the paper endeavours to establish Vāda as a comprehensive way to attain correct knowledge. Examples from day-to-day life as well as the historic-literary world help to explicitly comprehend these tools that have been used for establishing the nearest truth from ancient times in India. These tools are potent to all aspects of research across spatial-temporal limits as they are innate and immutable to all disciplines of knowledge and education. (shrink)

Adam Marushak raises a dilemma for the proponents of the hypothetical given. On one of its horns, the proponents are said to be committed to rationalism; and on the other horn, to skepticism. I argue, in response, that even if we grant that the arguments of both horns are sound, the commitments incurred are light and unproblematic. I argue also that the dilemma is based on a reading of the hypothetical that, though valuable, needs to be refined in light of (...) certain distinctions. These distinctions concern the different support relations that can obtain between beliefs are various elements of a view. (shrink)

The editorial introduces issue 21.1 of Technoetic Arts via a critical reflection on the artificial intelligence hype (AI hype) that emerged in 2022. Tracing the history of the critique of Large Language Models, the editorial underscores that there are substantial ethical challenges related to bias in the training data, copyright issues, as well as ecological challenges which the technology industry has consistently downplayed over the years. -/- The editorial highlights the distinction between the current AI technology’s reliance on extensive pre-existing (...) human-generated data for pattern recognition and the performative process inherent in art practice. Patterns of creative output can be replicated without a thorough understanding of underlying concepts. In contrast, the performative process of art practice, as explored through the conceptual frameworks of creativity by Noam Chomsky, Charles Sanders Peirce, and Roger T. Ames and with reference to an earlier publication of the editorial’s author, creates concepts and continually ‘strives to extend itself towards the unknown.’ -/- Following this introductory section, the editorial provides an overview of the ten articles featured in this issue of Technoetic Arts. The first four texts engage with emerging technologies from various perspectives in art and design. The subsequent six articles, part of a special section titled 'Perspectives from Chandigarh,' reflect a quest for meaningful existence within colonial, patriarchal, and biopolitical structures that frame everyday practices of exclusion and oppression. (shrink)

Samatavilasa, The Radiant Sameness, shows the way of finding our fallen condition itself as redemptive. We are not merely to accept our pain and our mortal condition but to live these and become these. In becoming that pain lies our bliss, in living our mortality immortality. That alone is the highest bliss and absolute, that alone is salvation the final, this our becoming one with our mortal and absolutely tragic lot. That is what the state of samata, sameness, is. Only (...) that man is a mukta, a liberated soul, who can look alike on Maya and Brahman, on reality and appearance, on bondage and liberation, on life and death, on misery and joy. Not that there is an actual state called the state of liberation, an actual bliss that is absolute and highest, for terms like absolute and highest turn out to be relative, and, therefore, mis-leading. Hypostati-zation of samata would not work, for all hypo-statization is rooted in our narcissistic passion. Yet Samatavilasa would not, in actual fact does not, encourage us to look alike on these opposites constitutive of our mortal being as long as we fight a desperate fight against our inevitable and destined fate, fate the mortal; a stern discipline we have to undergo before we can even think of samata, sameness, not to speak of living it. For, not before dying unto himself can a man look alike on these dualities, the stuff our mortal life and being are made of. (shrink)

Some criticisms are offered of Barwise and Etchemendy's theory of truth, the principal one being that it violates a feature of truth called “supervenience”.

The Yogārṇava is a Sanskrit compendium on yoga that has not been published, translated or even mentioned in secondary literature on yoga. Citations attributed to it occur in several premodern commentaries and compendiums on yoga, and a few published library catalogues report manuscripts of a work on yoga called the Yogārṇava. This article presents the results of the first academic study of the text. It has attempted to answer basic questions, such as the work’s provenance and textual sources. The authors (...) then discuss the importance of the Yogārṇava within the broader history of yoga based on their identification of citations and parallel verses in other Sanskrit texts and a detailed analysis of the Yogārṇava’s content. (shrink)

Traditionally, the problem of evil, in its various formulations, has been one of the strongest objections against perfect being theism. In the voluminous literature on this problem, the motif of evil has usually been discussed with respect to human flourishing. In recent decades more focused attention has been paid to animal suffering and the philosophical problems that such suffering poses for perfect being theists. However, this growing body of literature, in Anglo-American philosophical milieus, is largely aimed at sketching a specifically (...) Christian or Christianity-inflected theodicy that would reconcile animal suffering with the existence of an omni-God. In contrast, there are few, if any, systematic attempts to put forth a Hindu theodicy that aims to offer morally justifiable reasons that God has for allowing animal suffering. In this article, we address this scholarly lacuna by illustrating how a Hindu perfect being theist might respond to the problem of animal suffering. (shrink)

This book explores a vital but neglected element in the philosophy of social science - the complex nature of the social world. By a systematic philosophical engagement, it conceives the social world in terms of three basic concerns: epistemic, methodological and ethical. It examines how we cognize, study and ethically interact with the social world. As such, it demonstrates that a discussion of ethics is epistemically indispensable to the making of the social world. The book presents a new interpretation of (...) philosophy of social science and addresses a series of related topics, including the role of the human subject in the context of scientific knowledge, objectivity, historicity, meaning and nature of social reality, social and literary theory, scientific methodology and fact/value dichotomy, human and collective agency and the limits to relativism. Examining each in turn, it argues that the social world is constructed through human actions and becomes significant because we ascribe meaning to it. This is organized around discussions on the meaning, agency and the making of a social world. The book will be useful to scholars and researchers of philosophy of social science, political philosophy and sociology. ficant because we ascribe meaning to it. This is organized around discussions on the meaning, agency and the making of a social world. The book will be useful to scholars and researchers of philosophy of social science, political philosophy and sociology. (shrink)

As the title suggests, this paper looks at the Deleuzian concept of body without organs and compares it with Indian Philosophy. In the Indian context, the concept of moksha/nirvana comes near to it as both are practices that aim at liberation; here, ‘liberation’ is never the awaited end of the process but the process itself. The traditional western substantialism rests on things whereas Deleuze, like Indian Philosophy, celebrates ‘experience’ and the ‘incorporeal’. Thus, body without organs plays a role in individuation. (...) It hints at a journey beyond ‘the self’ which is full of ecstasy or the ananda of the Indian thought system. The question of Being, which not only is conceptual identification, is presented in terms of the virtual and the actual. For Deleuze and Guattari, every actual body has a virtual dimension, a vast reservoir of potentials, and this is the body without organs. The actual emerges from it and carries it with it. Further, the plane of immanence is a field in which concepts are produced. It is neither external to the Self nor forms an external self or a non-self. It is ‘an absolute outside’, very much like Brahman. The pragmatics of Deleuzian theory is that it explains life to be ‘immanence of immanence, absolute immanence’ – an utter beatitude – which has a Vedantic counterpart where the essential Brahman is a combination of three attributes – sat, chit and ananda. Thus, this paper aims at the interesting comparison between Deleuzian theory and Indian Philosophy. (shrink)

This article is extracted from a discussion between Camel Gupta, Jay Bernard and Sita Balani. We took as our starting point ‘Becoming visible: Black lesbian discussions’ (Carmen et al, 1984), featured in the 1984 special issue of Feminist Review on black feminism. Here, we reflect on the political, cultural and technological transformations of queer life since the publication of ‘Becoming visible’. The original discussion focused on questions of identity, safety, the public and the private, and the tensions between race (...) and sexuality. The discussants took personal and political risks to be active organisers. As the beneficiaries of that activism, we interrogate not only the broader ideas of race, sexuality and feminism, but critique some of the discussions circulating within our own ranks. We also consider our responsibility to follow our predecessors and to learn from their mistakes. We are more visible than ever, but at what price? What has been gained and lost? Beyond visibility, what is our responsibility? In an attempt to understand these questions we cover contemporary notions such as QTIPOC, monolithic whiteness and online activism. (shrink)

In this paper, we defend universalism, which we understand to be the thesis that all individuals will eventually attain communion with God, in a Vedāntic context. We first outline the specific ontological commitments that our view requires, such as the doctrines of karman and reincarnation, and we note one Vedāntic tradition that holds to all these commitments. We then outline the conceptual merits of our view. We also argue that certain objections to universalism do not undermine our view, as reincarnation (...) and karman provide a means for all individuals to eventually freely choose to devote themselves to God, making it extremely likely that all individuals will attain salvation. (shrink)

We examine whether social capital mitigates managerial opportunism around share repurchase announcements. We find that firms headquartered in high social capital states are associated with: (i) higher repurchase completion rates, and more so in environments where governance is weak and the potential for misleading investors is high, (ii) a smaller likelihood of information manipulation such as revealing bad news before repurchases, and (iii) lower completion rates when shares are less undervalued. By documenting that firms’ external social environments help curb managerial (...) opportunism, our study suggests that the location of headquarters facilitates trustworthiness and affects ethical considerations in corporate announcements. (shrink)

A foundationalist account of our empirical thinking divides propositions we accept into two classes, basic and derivative, and sees the warrant of derivative propositions as accruing to them through their derivation from basic propositions. Such an account needs to answer two questions: which propositions are basic, and whence do basic propositions acquire their warrant? A natural and ancient answer to these questions is that basic propositions are observational and that these propositions gain their warrant from perceptions. I critically examine this (...) view and also a variant view offered by Wilfrid Sellars. I put forward an alternative conception, dialectical foundationalism, that sees the distinction between the basic and the derivative as issuing from a distinction between two kinds of reasoning, derivational and dialectical. This type of foundationalism provides a more accurate account of our empirical thinking, I argue, than its traditional and Sellarsian counterparts. (shrink)

In this paper, I draw attention to various doctrines common to different Vedāntic traditions. In particular, I pay close attention to the doctrine of beginningless _karman_. I also note that this doctrine seems to stand in tension with Leibnizian Cosmological Arguments (LCAs) and Kalām Cosmological Arguments (KCAs). This tension arises because defenders of these arguments argue that an infinite causal regress or an actual infinite cannot be physically instantiated and because the doctrine of beginningless _karman_ seems to imply that such (...) a regress or actual infinite can be physically instantiated. I address this tension by showing that not all interpretations of beginningless _karman_ involve an infinite causal regress or an actual infinite. I close this paper by highlighting a few features that Vedāntic traditions have that make them more resistant to some objections to LCAs and KCAs. (shrink)

We offer a defense of one aspect of Paul Horwich’s response to the Liar paradox—more specifically, of his move to preserve classical logic. Horwich’s response requires that the full intersubstitutivity of ‘ ‘A’ is true’ and A be abandoned. It is thus open to the objection, due to Hartry Field, that it undermines the generalization function of truth. We defend Horwich’s move by isolating the grade of intersubstitutivity required by the generalization function and by providing a new reading of the (...) biconditionals of the form “ ‘A’ is true iff A.”. (shrink)

Background and rationale Clinicians often encounter a variety of ethical challenges in their routine clinical practice, and it varies across healthcare and cultural settings of their practice. Despite of this, there are no clear-cut available guidelines concerning the right course of action in a given ethically challenging situation. A validated instrument that could capture the health care providers’ viewpoints in this regard is lacking from Indian settings. Thus, the current study aimed at developing an instrument to assess the HCP’s perspective (...) regarding different ethically challenging situations encountered in the Indian settings. Methods The questionnaire was developed by involving 15 medical experts. A mixed-method approach, Delphi-technique, and online survey were used for item generation and validation. Results The questionnaire comprised of 11 items representing four factors: health-resource constraints, medical responsibility of the HCP, obtaining patients/family members’ consent for the treatment, and treatment beyond the standard protocol. The gender and clinical disciplines of the participants were related to their level of endorsement for various domains of the ECCS-Q. Conclusions Ethical challenges in the clinical practice fall in different clusters. The clinicians’ course of action in such situations have many socio-demographic and professional determinants. Future studies are warranted to investigate these phenomena. (shrink)

Many companies are now targeting the sizeable segment of consumers in Bottom-of-the-pyramid (BoP) markets with new products to specifically address their needs. As mainstream consumers become aware of these initiatives, their views on what products may be construed as appropriate for BoP marketplaces, may influence their attitudes towards the companies engaging in BoP activities. We propose that when the mainstream consumers are culturally distant from the BoP consumers, they have less favourable attitudes towards a company marketing a hedonic product to (...) BoP consumers, compared to a utilitarian one. However, when the mainstream consumers are culturally closer to the BoP consumers, they are less likely to react negatively to a company’s marketing of a hedonic product compared to a utilitarian one. We theorize that these differences in evaluation are based on the mainstream consumers’ expectations regarding the products a company would/should target towards BoP consumers. We also examine two company characteristics (country-of-origin and profit orientation) as contingency factors affecting the attitudes of culturally close mainstream consumers towards companies engaging in BoP practices. Across two studies, we find support for our hypotheses. This research adds to a new stream of scholarship that theorizes about the permissible consumption mindset of mainstream consumers. The research also provides guidance to marketing managers and communication experts to help build favourable company attitudes and minimize any mainstream negativity towards a company’s marketing initiatives in the BoP domain. (shrink)