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Consumption is a way of communication whereby consumers express, position or/and differentiate themselves within their society or affiliated groups. A great part of consumers’ lives are spent on various purchase activities, and many would be eager to understand the factors underlying those behaviours.

This chapter primarily deals with the cultural, social, psychological and personal factors that affect consumer behaviour. Each of these factors in relation to consumer behaviour is discussed in detail. The types of consumer buying behaviours and the consumer decision-making processes then provide the fundamentals of the topic along with their relevance to Turkish consumers.

Researcher Highlight: Dr. Carter G. Woodson (1875–1950)

Numerous scales have been developed and utilized in the tourism and hospitality field, yet, their psychometric properties have not been systematically reviewed and evaluated. This gap compromises researchers' ability to develop better measures and improve measurement decisions. In this current study, 56 scales were identified and evaluated in terms of their psychometric properties. It was found that most scales were imperfect in measuring tourism and hospitality domains, and most scales did not provide explicit information about the scale development procedures that were adopted. The scale development procedure and psychometric properties of the reviewed scales are summarized, evaluated, and recommendations are made for future tourism and hospitality scale development.

Bringing renewed attention to the anemic representation of Black women within the teaching profession, this chapter begins by chronicling the history of Black women in teacher education – from the Reconstruction Era to the 21st century – in an effort to highlight the causes of their conspicuous demographic decline. Next, it is argued that increasing the number of Black women in the teaching profession is a worthwhile endeavor although the rationales for such targeted efforts may not be obvious or appreciated by the casual observer. It is, therefore, important to illuminate the multiple justifications as to why it is essential to improve the underrepresentation of Black women in America’s classrooms. Lastly, it is asserted that serious attention is required to reverse the dramatic exodus of Black women from the teaching profession. In conveying this issue, the author shares special emphasis recruiting tactics, for the national, programmatic, and local school district levels, as promising proposals to enlist and retain more Black women in the teaching profession.

Increasingly, groups external to educational systems are offering time, expertise and products, creating an intricate web of educational governance where entities outside of formal education contribute to state-funded education systems. While this involvement and its motivations have been considered in the literature, it has been less common to explore these interactions between school systems and outside organizations as they relate to the transition from the knowledge economy to the intelligent economy. Such research is important to understand the numerous inputs to education, which can then inform future decision-making. This study traces scripts around the commodification of knowledge, which connects education to individual employability or the economy and cyborg dialectic, or the mutual relationship between humans and technology. These scripts intersect to contribute to the perpetuation of data creation and usage as part of the educational intelligent economy. The scripts traced here originate from Battelle, a primarily a Ohio-based research and development organization, also focused on classroom teaching and learning, specifically in STEM (Science, Technology, Engineering and Mathematics) education. Mapping scripts related to the commodification of knowledge and the cyborg dialectic indicates promotion of the intelligent economy broadly and individually for Battelle itself across Ohio and beyond, through investments in educators, students and policy-makers but also Battelle’s potential employees and collaborators. This data-focus creates an educational intelligence not only in students, teachers and policy-makers but also in Battelle itself, legitimating it as an actor in education.

This study explores the influence of cultural heritage tourism perception on China's tourism image. It analyzes the role of the spiritual bond established between overseas Chinese youth and the motherland during their visit to the cultural heritage sites in China. This study constructs a theoretical model with 350 overseas Chinese youth as samples based on the identity theory, Stimulus-Organism-Response (S-O-R) theory, and Howard-Sheth model. The results show that cultural heritage tourism perception directly and positively promotes cultural identity among overseas Chinese youth. It is also indirectly and positively associated with their cultural identity through enhancing the tourism image. Cultural intelligence plays a positive moderating role between cultural heritage tourism perception and cultural identity. The results provide significant implications for developing cultural heritage tourism and cultural communication.

When young children notice and comment about physical appearance differences often associated with race, adults may experience discomfort and uncertainty about how to respond. As a result, many adults try to avoid or terminate such discussion, leaving children with unanswered questions and misunderstandings. To prepare educators to be supportive of the development of children’s positive racial identity and racial awareness, it is important for educators to examine their own attitudes, biases, and knowledge about race and racism. This chapter summarizes research on children’s racial identity and awareness, describes critical approaches to anti-racist education, and provides resources and strategies through which professionals can better understand themselves and the young children they serve.