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This paper aims to explore surprising facets of consumer delight behavior. The study is the empirical juncture of three studies based on consumer survey on the Indian television market. Study 1 traces the existence of greenies in India among brownies prevailing around the globe by using the surprise-delight model. Study 2 is a pre-intervention research design confirming greenies preferences to television attributes such as screen technology, annual energy cost saving, screen resolution, screen size and free gifts. Study 3 signifies a price intervention design by allowing customers to include their preference by replacing the annual energy cost saving with price.

This paper is a harvest of studies based on discriminant analysis for identifying green and brown customers and a two-level conjoint analysis for identifying attributes contributing to green behavior.

The empirical generalization of a study comes out with unique findings of the greenies and brownies and their preference and attitude toward green attribution and substitution. A “preferential green shift” appeared as a vital output owing to knowledge–attitude–practice from these consecutive studies. This gap exists because of the price factor. The authors suggest the measures for improvement in product offering by targeting and positioning green products from the findings and the preferential green shift.

Future research may focus on other segments of products such as automobiles, i.e. cars. Despite the availability of the non-probabilistic sampling technique, the probabilistic sampling technique can be used. Finally, a larger sample size could have given a better generalization of results.

The gap in knowledge–attitude–practice was evident. This gap was caused by the presence of “price” concern. The study revealed that heavy consumer durable buyers are aware of the benefit of green, but the reality of price cannot be ignored and finally make a purchasing decision on the basis of price criteria. Hence price is recommended as another criterion to be considered in the technology acceptance models.

Human lab experiments have become an established method in information systems research for investigating user behavior, perception and even neurophysiology. The purpose of this paper is to facilitate experimental research by providing a practical guide on how to implement and conduct lab experiments in the freely available experimental platform Brownie.

Laying the groundwork of the tutorial, the paper first provides a brief overview of common design considerations for lab experiments and a generic session framework. Building on the use case of the widely used trust game, the paper then covers the different stages involved in running an experimental session and maps the conceptual elements of the study design to the implementation of the experimental software.

The paper generates findings on how computerized lab experiments can be designed and implemented. Furthermore, it maps out the design considerations an experimenter may take into account when implementing an experiment and organizing it along a session structure (e.g. participant instructions, individual and group interaction, state and trait questionnaires).

The paper reduces barriers for researchers to engage in experiment implementation and replication by providing a step-by-step tutorial for the design and implementation of human lab experiments.

This paper aims to examine how repeated exposure to health-related products that contain flavors (e.g. cherry-flavored cough syrup) create “flavor halos” that can bias perceptions about the healthfulness of foods that contain the same flavors (e.g. cherry-flavored cheesecake).

Six experiments, using both between- and within-subjects designs, explore the effects of flavor halos in hypothetical and actual consumption settings. They test the underlying mechanism, rule out competing explanations and identify an opportunity to correct the cognitive biases created by flavor halos.

Flavor halos can be created via repeated exposure to flavored medicinal products in the marketplace. These flavor halos bias dieters’ judgments about the healthfulness of vice foods containing such flavors. Dieters are motivated toward a directional conclusion about food healthfulness to mediate the guilt associated with consuming indulgent products. Providing dieters with corrective information mitigates these effects.

The authors examine one way flavor halos are created –via repeated exposure to flavored medicinal products. Future research should explore other ways flavor halos are created and other ways to mitigate their effects.

Considering the prevalence of obesity, organizations striving to help consumers pursue health goals (e.g. weight watchers) can use flavors to improve dietary compliance. Health-care organizations can help consumers understand and correct the cognitive biases associated with flavor halos.

By identifying flavor halos, this work adds to the literature investigating how flavors influence consumers’ judgments about healthfulness. The results suggest dieters apply flavor halos as they engage in motivated reasoning to license their indulgent desires.

Entrepreneurship Small Business Management.

BBA first-year students. The case is positioned at the beginning of the course.

Uzma, 25 years, enrolled in the MBA program of a prestigious university of Pakistan and owner of Baker Street, was accustomed to a hectic routine; preparing the orders, sometimes even dropping them at customers doorsteps, university classes, assignments and reports. The only thing which she felt missing from her busy life was good sleep and a great time with her family. Brand Baker Street was developed to provide baking solution to upper echelons for special occasions. The big, moist, chewy, gourmet cookies; rich and gooey brownies; the most decadent, indulgent cookie cakes/brownie cakes; and a lot more other things were developed to create unforgettable moments. Her aim after graduation was to convert her dream of opening a café into a reality. Uzma wondered whether the time was right and most importantly was she ready.

The case aims to teach the following concepts: female entrepreneurship, its potential and barriers; entrepreneurial marketing; and identify and analyze different variables involved in setting up a small baking business.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Entrepreneurship; Social entrepreneurship.

Graduate level.

This paper, The Brownies & Downies case study, aims to examine a social enterprise that provides employment, training and job placements for people with intellectual disability within a trendy artisanal coffee shop in Cape Town, South Africa. The business is based on a similar establishment (same name) in The Netherlands and was brought to Cape Town by Wendy Vermeulen, a Dutch national who completed a social development internship in Cape Town. The case is located within the field of social enterprise with a particular focus on the tension between purpose and profit and the pressure and challenges of replication, growth and scale/expansion. The protagonist in the case is Wade Schultz, Wendy’s business partner, who is grappling with how to not only remain true to the social purpose of the business but also turn a profit in the pressured and competitive coffee industry. He is further challenged by deciding whether to expand the existing training business into other sectors or seek a replication model in other South African cities as a means of growing revenue and increasing the social impact.

The key learning from this case study are as follows: First, intellectual disability is a hidden form of disability, often misunderstood and subject to prejudice and discriminatory hiring practices. Intellectual disability exists on a scale – some individuals are able to work outside of pretexted or sheltered workspaces. Greater effort is required within open workplaces to sensitive staff to working with/alongside intellectually disabled people. This case illustrates a social enterprise model that seeks to bridge the gap between sheltered workspaces and open workspaces. Second, most social enterprises grapple with the tension between profit and purpose; this case presents a company that is living this dilemma. The importance of remaining true to purpose needs to be balanced carefully against becoming economically self-sufficient; however, the pursuit of profits should not happen at the cost of social mission. Alternate business models are a mechanism to building revenue to support the social objective.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS: 3: Entrepreneurship.

This paper seeks to present a cultural approach to co‐branding. The purpose here is to discuss issues concerning the phenomena of brand and branding with particular focus on the mythological narratives that are at stake in a brand.

This paper conducts a case analysis of a co‐branded product. Provides both a managerial and a cultural reading of the co‐brand in question, before proceeding to make a “neo‐Freudian” analysis of the potentially transgressive meanings involved in the co‐branding in question. This is done not so much to produce an authoritative reading of the cultural and commercial sign of the co‐brand as to make a bold leap and provide a daring reading of a seemingly innocent co‐branded product.

Through the case study of the co‐branded product, the vast amount of cultural meanings that goes beyond the sets of brand identities proposed by the brand managers is explored. Discusses the limitations of traditional strategic branding models and suggests a certain degree of humility towards the mysterious and spiritual forces when trying to exploit mythological levels of social meanings and narratives in the branding process.

For brand managers who seek to co‐operate with other brands in the marketplace, this paper offers an argument for the almost limitless potential of symbolic dimensions that are inextricably linked to combining brand universes. By doing so, a more comprehensive understanding of the meaning management for co‐branded products and potentially a more successful outcome of the branding process may be achieved.

In addition to existing research, this paper illustrates that the practice of co‐branding involves a play with symbolic forces that can be unpredictable and difficult to control for a brand manager. This finding has implications for the degree to which one can expect to be able to manage the social communication processes generated from a co‐branded product.

DO children know a good book when they see it? This question was debated at the Brighton Conference during the session on Work with Young People. Some delegates said “yes, children choose the best,” but others said “no” and instanced the craze for certain ephemeral authors. To some extent both sides were right, for much depends on the literary foundations laid in early days. Children who had good books in their homes, and had guidance at school and in the public library will pick out the best (with occasional lapses), while others often enough go for the second‐rate every time. Librarians are alive to this and accordingly provide the best picture and easy reading books from the presses and, incidentally, there seems to be a wider choice in this class of literature than for any other age group. On the informative side Harrap's have just published Hippo and Patches, attractively told and illustrated tales of a hippopotamus and her baby, and of a young giraffe, both written and illustrated by Joel Stolper (5/‐ each). Margaret M. Pearson's The Story of Australia (Harrap, 6/‐) gives the main facts of the discovery, early settlement and development of the continent in the form of a brightly illustrated story suitable for reading to the five‐to‐eight year olds. Mishka and the white Reindeer is a charmingly illustrated fairy tale by Alfred Wood (Dent, 6/‐) about a wood‐cutter whose friends were the creatures of the wild. The story is simply told and of the kind that children will read until they know it by heart. Mary Shillabeer's At First (Museum Press, 7/6) is an educational picture book designed to introduce children to the differences of sex by means of brightly coloured lithographs of animals and their offspring. They will love the gay pictures but whether they will lead “to the natural conclusion of the child's own relation to its parents” seems a bit doubtful considering the tender years the book is designed for. Other animal stories which will appeal to the youngest readers are Hester Wag‐staff's The Story of Fuzzy Wuzzy and Woolly Wonder (H. Hamilton, 6/‐), about two engaging bob tailed sheep dogs who play their part in the life of the town and win prizes in the Salvage Drive. The new method of illustration by colour photographs is used in The Friendly Adventures of Button and Mac, by Ursula Hourihane (O.U.P., 8/6), and the teddy bear and Scotch terrier heroes, their bedroom, their picnic with luncheon baskets, crockery, biscuits and all the minute detail children love, are attractively designed in colour, and in line drawings. The stories are designed for the six‐to‐ten year olds. The same age group and probably those a little older will enjoy the fancy in Frank Batchelor's Golden Journey (Newnes, 6/‐) in which a lean tabby, a musical hedgehog and an unaccomplished frog set off to find some money to comfort them in their old age, and the lesson they learn thereby. Another imaginative tale is The Flying House, written and illustrated by C. W. Hodges, about an inventor whose house is suddenly carried away by a balloon while he is showing it to two children. High up in the sky they come to a rocky island, encounter a witch and other strange things, but all ends well. For those who missed Walter de la Mare's The Dutch Cheese, The Scarecrow, and other stories there is now available his Collected Stories for Children (Faber, 10/6) containing these and many other tales, all illustrated by Irene Hawkins. The Brownie Scouts is a Polish children's classic by the late Mary Konopnicka, poetess, novelist and traveller; it is published by the Riverside Press at 10/6. It is in the old tradition of fairy tales with plenty of difficulties to overcome and with lively conversation giving it a modern touch. The brownie people depicted are a likeable lot and should become favourites.

Film provides an alternative medium for assessing our interpretations of cultural icons. This selective list looks at the film and video sources for information on and interpretations of the life of Woody Guthrie.