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The purpose of the paper is to investigate the consequences of using national celebrities, local celebrities and disaster victims as spokespersons in a public service radio announcement (PSA) soliciting contributions for victims of Hurricane Katrina.

Subjects were exposed to one of three public service announcements and were then asked to report their reactions to the messages. Differences in the self‐reported reactions of subjects were used to test a series of hypotheses regarding the effectiveness of the three different types of spokespersons.

The paper finds that the hurricane victim was the most credible and believable spokesperson. The national celebrity, Ashlee Simpson, was the least credible and the least believable. The local celebrity was more credible and believable than the national celebrity, but no more so than the hurricane victim.

In this paper a small student sample was used in an experimental setting involving one set of stimuli and one set of spokespersons. It cannot be said that the results would generalize to other celebrities, non‐celebrities, video formats, or non‐experimental settings.

The paper shows that nonprofit agencies considering using celebrity spokespersons in PSAs should do so with caution. There is no evidence that they increase their effectiveness and, at least in the case of the national celebrity, the use of national celebrities may reduce the effectiveness of the PSA.

The paper applies the concepts developed in the study of celebrity spokespersons in advertising and applies them to PSAs. The effects of celebrity spokespersons in PSAs are not the same as in conventional advertising messages.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

This study explored perspectives of secondary social studies teachers, who reported using live media broad-casts to engage students in an examination of terrorism on 9/11. Specifically, this study queried these teachers’ perceptions of preparedness on 9/11 to engage it as a learning event. Respondents (N=29) in one Mid-Atlantic state who were teaching in secondary social studies classrooms on September 11, 2001 (9/11), were asked to reflect on their level of preparedness to adapt and implement real-time teaching to address unfolding events. A Wilcoxon Signed Ranks Test for matched pairs revealed that respondents’ current perceptions of self-efficacy to teach about an unfolding terrorist act were positively modified by their experiences teaching about terrorism on 9/11 [Z = -4.507, p <.001 (two tailed)]. Respondents reported gains in confidence to teach about terrorism because of their teaching experiences on 9/11. Results add to the small knowledge base on the topic, even as they highlight the need for further research on the classroom response to 9/11.

Firms in the apparel industry seek operational information on ways to implement mass customization. The purpose of this research is to investigate the potential for concurrent engineering (CE) to realign the traditional, linear apparel product development process to a more concurrent and consumer‐focused process in order to facilitate the implementation of the new supply chain process (i.e. mass customization) with sensitivity to time‐to‐market demands.

The case study method was used with three non‐competing apparel firms. Survey instruments and focus group feedback were utilized, which allowed the researchers to collect in‐depth information about the apparel product development process, often considered proprietary in many industries.

Product development activities in the lengthy apparel product development process were realigned with many activities being ranked as early or middle activities. This realignment into a compressed and nearly simultaneous process supports activities that must be done early and often simultaneously rather than late to support a mass customization strategy.

The case study approach and apparel‐oriented sample reduces generalizability of findings; however, realignment of activities and provided operational information encourage future research to document the findings for apparel and other industries.

Suggested movement of activities can be used as a guide for designers and manufacturers when trying to improve their product development process.

The paper provides needed detailed or operational information about implementation of mass customization in the apparel industry.

Life studies are a rich source for further research on the role of the Afro‐American woman in society. They are especially useful to gain a better understanding of the Afro‐American experience and to show the joys, sorrows, needs, and ideals of the Afro‐American woman as she struggles from day to day.

The communication environment for buyer‐seller interfaces is being transformed by a variety of new communication choices. The use of electronic mail in business today is especially prevalent. This investigation explores buyer and seller reactions to electronic mail use in buyer‐seller relationships. Two studies conducted explore themes perceived by buyers and sellers regarding electronic mail use. From in‐depth interviews of sellers, some initial themes are developed. Second, a survey from a sampling frame of business‐to‐business sales people and organizational buyers advances the questions of benefits and barriers perceived to be associated with electronic mail use from both the organizational buyer and seller perspectives. From a sample of 103 buyers and 107 sellers, questions are raised about the communicative and relationship aspects that potentially influence the buyer‐seller interface. Findings suggest sellers need to be attuned to individual buyers’ views in order to benefit from the new communication options regarding communication choices.

This study, based on our analysis of survey data from 1,242 partners and employees of a U.S. national public accounting firm, examines the impact on psychological well-being from the moderating effects of flexibility and role clarity on work-home conflict experienced by public accountants. Most prior research in public accounting deals with the antecedents and consequences of role stress and primarily focuses on job outcomes of turnover intentions and job satisfaction as dependent variables. Public accounting firms have responded to stressors with worker-friendly policies, largely by introducing flexibility and clarity in their organizational culture. Using a multi-disciplinary research model, we analyze the causal relationships of flexibility and clarity as moderators of the bi-directional nature of work-home conflict (work interference with home and home interference with work) on psychological well-being. Our study finds that perceptions of flexibility and role clarity drawn from a career position in public accounting can mitigate role conflict between work and home environments and contribute to enhanced psychological well-being. We also find that certain relationships described in the model are moderated by family status and age, but not by gender. Results of our study have implications to both individual public accountants and to their firms.

Trust is a key concept in business, particularly in electronic commerce (e‐commerce). In order to understand online trust, one must first study trust research conducted in the offline world. The findings of such studies, dating from the 1950’s to the present, provide a foundation for online trust theory in e‐commerce. This paper provides an overview of the existing trust literature from the fields of philosophy, psychology, sociology, management, and marketing. Based on these bodies of work, online trust is briefly explored. The range of topics for future research in online trust in e‐commerce is presented.

Common Core State Standards Initiative mandates increased readings of informational texts within English Language Arts starting in elementary school. Accurate, age-appropriate, and engaging content is at the center of effective social studies teaching. Textbooks and children’s literature—both literary and informational—are prominent in elementary classrooms because of the esoteric nature of primary source material. Many research projects have investigated historical accuracy and representation within textbooks, but few have done so with children’s trade books. We examined children’s trade books centered on three historical figures frequently incorporated within elementary school curricula: Eleanor Roosevelt, Rosa Parks, and Helen Keller. Findings revealed various forms of historical misrepresentation and differing levels of historicity. Reporting such lacunae is important for those involved in curricular decisions. We believe children’s books, even those with historical omissions and misrepresentations, provide an unique opportunity for students to incorporate and scrutinize diverse perspectives as they actively assemble historical understandings. All secondary narratives, even historically representative children’s books, can benefit from primary source supplementation. We guide teachers interested in employing relevant and rich primary source material.