Entities, including organisations, brands and individuals, pursue a strategy of difference (a way to be dissimilar others) improve their performance outcomes well-being. In this editorial, we introduce five research articles two expert commentaries that examine some aspects such difference. We further highlight the challenges consumers face when taking action meet goal Using activity theory its...

Viscoelastic flows through microscale porous arrays exhibit complex path selection and switching phenomena. However, understanding this process is limited by a lack of studies linking between single object large arrays. Here, we report experiments on viscoelastic flow past side-by-side microcylinders with variable intercylinder gap. With increasing rate, sequence two imperfect symmetry-breaking...