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This chapter proposes a model of person-situation interactions to explain when individuals react to demographic diversity in their work places. Qualitative research reported here suggests individual identities likely influence reactions to diversity and should be considered in conjunction with traditional situational factors. The model developed from this research looks at interactions between high and low identification with demographic categories and strong and weak situational cues toward such categories to explain when individuals are most likely to respond (or not respond) to diversity. The proposition that motivated reactions to diversity are observable only when both situational and personal factors contribute is advanced.

THE other day my attention was arrested by a statement from one of our younger critics. “Mr. Auden,” he said, “makes Mr. Yeats's isolation guilty as a trance.” Not a particularly earth‐shaking statement, perhaps; but, when one thinks of it, a startling and significant one. I had not thought to live to see Mr. Yeats receiving the public sneer. Only a year or two ago Mr. Yeats was the doyen, the inerrable loadstar, of the young poets. Of all the older school of living poets, him alone they delighted to honour. They guffawed at Sir William Watson; spoke with amused irony of Laurence Binyon's epics; and the very mention of Alfred Noyes's name was enough to send them off into explosions of fierce anger. But Mr. Yeats was—Mr. Yeats. They found in him profundity, marvellous technical skill, flexibility of outlook, nobleness of aspiration. His reputation appeared to be solid and deep‐founded. And then came his anthology of modern verse, in which Mr. Yeats, with more enthusiasm than discretion, admitted a host of the young poets to the O.U.P.'s pantheon of fame. The book was a bad one—inexplicably bad for a man of Mr. Yeats's eminence. Even his reputation could not stand the strain of such a performance. “If,” argued the young, “Mr. Yeats's judgment is so ludicrously bad, how can it be that he is a good poet?” A strange dualism, they remarked: fine creativeness, weak critical sense. Then there were whispers. Was Mr. Yeats really so—? Could it be possible that—? The doubts grew. The young critics took courage from each other. The loadstar was dimming a little. And now Mr. Dylan Thomas has come into the open. Mr. Yeats's isolation is as guilty as a trance. The meaning is not very clear, but the implication is. “Isolation” is a bogey to the younger school. Once let Mr. Yeats be labelled with that dreadful word and he is as good as damned. Mr. Thomas will be listened to, for the intestinal raptures of his poetry are much admired. I foresee that in a year or so Mr. Yeats's prestige among the young will lose much of its impressiveness.

The purpose of this paper is to explain how auditors’ professional and organizational identities are associated with commercialization in audit firms. Unlike previous studies exploring the consequences of commercialization in the firms, the study directs its attention toward the potential driver of commercialization, which the authors argue to be the identities of the auditors.

The paper is based on 374 responses to a survey distributed to 3,588 members of FAR, the professional association of accountants, auditors and advisors in Sweden. The study used established measures of organizational and professional identity and introduced market, customer and firm process orientation as aspects of commercialization. The study explored the data through descriptive statistics, principle component analysis and correlation analysis and tested the hypotheses with multiple linear regression analysis.

The findings indicated that the organizational identity of auditors has a positive association with three aspects of commercialization: market orientation, customer orientation and firm process orientation. Contrary to the arguments based on prior literature, the study has found that the professional identity of auditors is also a positively associated with commercialization. This indicates a change of the role of professional identity vis-à-vis commercialization of audit firms. The positive association between professional identity and commercial orientation could indicate the development of “organizational professionalism.” The study also found differences between the association between professional identity and commercialization in Big 4 and non-Big 4 firms. While in Big 4 firms, professional identity is positively associated only with the firm’s process orientation, in non-Big 4 firms, professional identity has a positive association with all three aspects of commercialization.

The paper provides insight into how auditors’ identities have influenced commercialization of audit firms and into the normalizing of commercialization within auditing. The study also developed a new instrument for measuring commercialization, one based on market, customer and firm process orientation concepts. This paper suggests that this instrument is an alternative to the observation through proxies.

Using a consumer-led approach, the purpose of this research is to examine how consumers perceive new cereal-based snack food concepts using healthy brewers spent grain (BSG) as a sustainable and functional ingredient.

In-depth laddering interviews based on means–end chain theory were conducted with 40 healthy snack consumers in Dublin, Ireland.

Four hierarchical value maps (HVM) representing data from each snack concept dimensions were generated. The results identified the crispy crackers concept as the most promising for further development, followed by crispy sticks with dip, fruity biscuits and twisted breadsticks. Consumer cognitions regarding the crispy sticks with dip and fruity biscuits were more dominantly associated with a hedonic orientation, while crispy crackers and twisted breadsticks were more strongly associated with health- related dimensions. The HVMs also identified factors which could potentially prevent the acceptance of these snacks. Although consumers displayed a level of environmental consciousness regarding the perceived packaging type, outcomes also showed that the environmental benefit of using BSG in foods is not viewed as a means to attain a desired end state in the consumers’ mind. Our findings also suggest the rich protein content of BSG is not considered relevant in the context of a cereal snack product.

BSG is an abundant, low-cost, nutritious waste material which is available globally in large quantities. This study provides new actionable consumer insights with important implications for snack manufacturers regarding the design and development of cereal snack foods containing this healthy by-product.

This study contributes to a limited body of literature by illustrating which product characteristics are considered important for consumers when selecting healthy, cereal-based snack foods using BSG as an ingredient.