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This paper examines how rank-and-file practitioners react to and negotiate uniformized professional standards imposed by the elites of their profession in order to embody their professional ideal.

We explore this topic through the specific case of the Canadian independence rule. We mobilize Freidson’s and Becker’s conceptual tools to make sense of our data, generated through 55 interviews with rank-and-file practitioners.

We found that most rank-and-file practitioners override the (spirit of the) independence rule and engage in a process of secret deviance to pursue their professional ideal of accompanying their client in their business. Specifically, our analysis underlines how they find pleasure in fulfilling their professional ideal, seek to protect the secrecy that allows them to pursue this ideal while avoiding sanctions, and convince themselves of the morality of breaking the (spirit of the) rule in order to embody their conception of professionalism.

Our analysis expands fieldwork on rank-and-file practitioners by offering an analysis of struggles they experienced in their daily practice and by bringing to light their path to secret “professional” deviance.

Our study points to the necessity for better consideration of the realities of professional segments when developing rules or standards.

Our study develops a distinctive conceptual construct – the professionalism conception gap – to explain how secret “professional” deviance can unfold within a profession. This construct could be mobilized to further understand the divergences that can exist within broader professional spheres.

This study aims to better understand how academics-in-the-making construe doctoral performance and the impacts of this construal on their positioning in relation to doctoral performance expectations.

This study is based on 25 semi-structured interviews with PhD students from Canadian, Dutch, Scottish and Australian business schools.

Based on Decoteau’s (2016) concept of reflexive habitus, this study highlights how doctoral students’ construal is influenced by their previous experiences and by expectations from other adjacent fields in which they simultaneously gravitate. This leads them to adopt a position oscillating between resistance and compliance in relation to their understanding of doctoral performance expectations promoted in the academic field.

The concept of reflexivity, as understood by Decoteau (2016), is found to be pivotal when an individual integrates into a new field.

This study encourages business schools to review expectations regarding doctoral performance. These expectations should be clear, but they should also leave room for PhD students to preserve their academic aspirations.

It is beneficial to empirically clarify the influence of performance expectations in academia on the reflexivity of PhD students, as the majority of studies exploring this topic mainly leverage auto-ethnographic data.

Demographic and socioeconomic changes, and health issues, promote interest in emerging countries for healthy foods, taking traditional foods under the perspective of functional foods. Amaranth has moved from local to a wider consumption as a functional food. The purpose of this paper is to identify consumers’ perception about amaranth and its relation to consumption motives.

A questionnaire was applied to 610 respondents, and free word association determined their perception about amaranth through categories. Cluster analysis identified groups of consumers according to their motives for consumption. Global χ² and correspondence analysis related consumers’ perceptions in the groups were identified.

A total of 16 word categories reflected consumers’ perception about amaranth. Most mentioned were: Traditional product, Hedonism and Health and well-being. Three groups showed significant differences regarding motives of consumption. It is concluded that perceptions about amaranth are closely linked to the motives of consumption. Perceptions of health benefits are related to motives for health issues and taste. There is a group that still consumes amaranth perceived as a traditional food.

As a functional food, these results could be useful to promote amaranth from its perception as healthy. Producers might develop products based on amaranth that meet perceptions considering gender and age in Mexico and other emergent countries.

This work contributes knowledge to international research that analyses traditional foods as functional foods and consumer perceptions on these. It is a first approach to identify perceptions of Mexican consumers towards amaranth as a traditional and a functional food.