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Product trials are an effective way to influence consumer attitudes. While research has established several factors that influence whether consumers will try a product or not, it is less understood how marketers can optimize the trial experience itself. The purpose of this paper is to explore flow as an optimal state and the factors that give rise to it during a product trail.

This research consists of three experimental studies in which people trial new music. This paper explores the ability of curiosity to optimize consumers’ flow experience during the trial and their attitudes toward the trialed product. This paper manipulates curiosity before the trial using information about the music (Study 1) and music previews (Study 3) and also demonstrates that curiosity is naturally elevated among those high in openness to experience (Study 2).

The results demonstrate that curiosity before a product trial fosters an optimal experience during the trial in the form of flow states, defined as an enjoyable state of full engagement, which in turn mediates more positive attitudes toward the trialed product. This paper demonstrates that curiosity can be evoked using product information or a preview of the content and can vary based on individual differences in openness to experience. The relationship between curiosity and flow is moderated by the valence of the information that is used to elicit curiosity, such that negative-valence information thwarts the relationship.

While the studies conducted by the authors focus on the positive influence of curiosity in the trial of music, the effects may be different for other products. These studies are also limited to two different manipulations of curiosity.

This research has implications for marketers, as it demonstrates the relevance of flow and how to enable it in product trials to optimize effectiveness. The manipulations also demonstrate how to manage the amount of information that is given to consumers before they trial a product.

This research reveals that flow states optimize the product trial experience. This research also advances the understanding of the relationship between curiosity and flow by moderating their relationship with the valence of information that elicits curiosity. The findings also broaden the relevance of curiosity and flow in marketing by demonstrating their benefits within product trials.

Public libraries are an integral part of North American communities. With the wide perception that all information people want is freely available, questions arise about the ways in which public libraries are using Web technology. This article assesses public library accessibility via the Web based on a simple random sample of 189 entries coded as “public library type” in the American Library Directory. An e‐mail survey to the heads of public libraries in Winter 2002 augmented the data we collected from an examination of Web sites of the sampled libraries.

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.

Digital transformation in nursing education is crucial for enhancing pedagogical practices and preparing future healthcare professionals for the rapidly evolving healthcare landscape. This chapter explores how the integration of digital technologies in higher education has revolutionising teaching methodologies and offered new opportunities to enhance learning experiences. It identifies gaps in digital learning modalities for undergraduate and postgraduate nursing students and discusses strategies to strengthen online literacy preparation and transition into the healthcare sector's digital transformation landscape and the 4th industrial era economy. The chapter examines best practices and challenges in digital transformation in nursing education such as blended learning environments, simulation and virtual reality, mobile learning applications and gamification strategies. Additionally, it addresses challenges in curriculum development including insufficient technological infrastructure, faculty training and development, assessment strategies and resistance to change among faculty and students. This chapter aims to provide insights and recommendations for educators, curriculum developers and policymakers in implementing successful digital transformation in nursing education.

To examine the recent popularity of the tiny house movement with a critical eye toward the growing commodification of sustainability in a market that continues to shelter economic and class privilege, despite that the movement itself emerges from a desire to consume less and contribute to community more.

Written from the position of a tiny house builder and dweller, this study reads a range of recently published accounts of the tiny house movement, informed by contemporary work in environmental sociology. Investigates current rhetoric surrounding the movement with special attention to issues of mobility, consumption, and the movement’s romanticism, with particular attention to the movement’s invocations of Henry David Thoreau.

Tiny house living can cultivate correctives to possible oversights or entitlements in environmental thought, challenge representations of the movement itself, and encourage those inside the “tiny” house movement to openly discuss the difficulties and capabilities endemic to tiny living.

Tiny houses, while still bound to forms of privilege, hold potential to be what some social science researchers have seen as best practice. Practices that link the practicality of realism with the zeal of romanticism can contribute to what has been found to be a positive correlation between conscious consumption and political activism.

This critique offers a gentle corrective to unmitigated praise of the current tiny house phenomenon in order to highlight the movement’s potential for addressing more pressing social justice and environmental issues.

The purpose of this article is to provide a method of gaining transdisciplinary insight by focusing on keywords in the language we use. The language of economics dominates discourse about the economy. Analyzing this discourse from a great variety of perspectives has blossomed but promises much more. The study of the keyword “entrepreneur” illustrates the strengths and weaknesses of this diversity of perspectives, and also points to some possible opportunities for enhancing the quality of their interaction.

A broad discourse analytic approach is drawn upon to understand the role the language of mainstream economics plays in our discussions of the economy, to trace the keyword “entrepreneur” as it has been and is used in economics and more general conversations about the economy and to use a keyword approach to create a transdisciplinary understanding of the way the economy is discussed.

Economics in the sense of the mainstream approach that adopts the rational narrowly self-interested, calculating and decontextualized individual as its default assumption is a very particular language that has detrimentally dominated discussions of the economy. “Entrepreneur” is a keyword, the use of which in economics has both strengthened and put constraints on the way it can be deployed in talking about the economy. Focusing on keywords in the language, we use can provide a method of gaining transdisciplinary insight.

A short article with such a broad sweep such as this no doubts illustrates the limits imposed by attempts at transdisciplinary communication, but a potential gain from any such interaction is that we might grow to have more informed and genuinely dialogic interactions about the economy. As another way to attempt communication across diverse positions, looking at keywords in the discourse about the economy seems profitable.

Discourses of economics and the entrepreneur play a huge role in how people construct their roles and representations in the economy. Producing critical and creative understandings of these discourses that allow social actors to benefit from the diversity of completed and potential research work seems imperative in a world facing our current economic and social problems.

Discourse analysis of the economy, the entrepreneur and economics has produced many insights but these insights have remained stranded in intellectual niches. As studies of language and the economy continue to blossom this article stresses the need, and points to some opportunities, for more fruitful interaction, by adopting a keyword approach.

The purpose of this paper is to argue that it is time for change in the way the paper teach, theories and practice accounting. Traditional accounting practice constructs the identity of the accountable entity as purely self-interested. Yet, there is evidence that firms do engage in broader activities. This paper aims to explain and illustrate that there are groups of firms that engage in socially responsible activities, yet their accounting systems still assume autopoietic behavior. Accounting should resonate with social expectations, but at present it does not.

Literature concerning theories of biological autopoiesis and social equivalents are reviewed. They are related to accounting practices, and to concepts of open and closed systems. The theories are related to survey results of socially responsible activities practiced by firms. National surveys undertaken in New Zealand at three-year intervals are the basis of the empirical content of the paper.

There is evidence that firms behave socially and environmentally responsibly. Yet accounting practice does not encourage such behaviour. Accounting practice has to be able to construct the identity of the accountable entity so that it pursues more than its own self-interest, and resonate with societal expectations.

The paper is unconventional. It challenges extant practice. Its theoretical content may not appeal to many traditional accountants.

The theory and empirics are original. The theory of autopoiesis is illustrated through survey evidence of business practices.

The purpose of this paper is to explore how culture affects economic development on Native American reservations by examining how culture directs the attention of entrepreneurs and interacts with formal governance institutions.

This paper combines theoretical insights from economic sociology, market process economics and institutional economics as a basis to evaluate entrepreneurship and economic development on Native American reservations. Culture, as a web of social meanings, shapes what opportunities entrepreneurs are alert to, influences how they perceive transaction costs and determines whether institutions achieve their intended ends. Historical and contemporary case studies are used to build analytical narratives to corroborate the theoretical approach.

The federal government has imposed many formal institutions on reservations, which have disrupted traditional governance and property rights structures. If formal institutions do not comport with the underlying culture, those institutions do not facilitate positive entrepreneurship and economic growth. Despite the barriers, entrepreneurs across several reservations have leveraged their cultural and social ties to create robust informal economies. In some cases, imposed institutions have fostered rent-seeking and have given rise to a culture of rent-seeking.

This paper looks at Native American entrepreneurship and institutions in the broadest sense. However, there is a large amount of diversity within the cultural and governance structures of Native American communities. Future research could examine specific tribes or reservations in more detail.

This paper elucidates cultural and institutional barriers to productive entrepreneurship on Native American lands. Policymakers must understand these root causes if they are to facilitate economic growth.

This paper’s combination of theoretical perspectives helps explain the widespread economic development issues on Native American lands.

This paper aims to fill a research gap on whether cultural background (Eastern or Western) influences tourist flow experiences and outcomes with Chinese-speaking tourists.

The authors conducted flow-aware, guided cultural tours in Kyoto, Japan, from March 2019 to February 2020. Tourists visited the same spots on the same route with the same guide to avoid discrepancies stemming from experiencing different tours with different guides. Professional photoshoots were conducted to study the flow experience under high challenges. Participants were Chinese-speaking tourists worldwide. The guide spoke in Chinese to minimise language bias. Participants were asked to complete an anonymous questionnaire within one week of the tours.

The authors received 191 valid responses. Those from the Eastern regions showed significantly lower flow states and outcomes than their counterparts from the Western regions under high challenges, whereas this phenomenon was not observed under low challenges. A positive correlation between the flow state and outcomes was observed in both regional groups.

To the best of the authors’ knowledge, this is the first study to apply flow theory to guided cultural tours with Chinese-speaking tourists from different cultural backgrounds. It was found that those from the Eastern regions can have flow experience and good outcomes in guided tours, although they may require a lower level of challenge. A managerial implication is that cultural tours should be designed considering the balance between challenges and tourists’ cultural background to optimise their flow experiences and outcomes.

It is estimated that the poorest of the world, termed as being economically at the bottom of the pyramid (BoP), have a purchasing power of $5 trillion. This paper aims to study what and why they consume, and how firms can best address those needs, an area that is relatively new.

The authors categorize the products and services people at the bottom of the pyramid consume with specific examples of both products and companies in Asia, Africa, and Latin America, and look at the theoretical frameworks that could explain those consumption patterns.

The authors find that despite income and resource constraints, BoP consumers are sophisticated and creative. They are motivated not just by survival and physiological needs but seek to fulfill higher order needs either to build social capital, for cultural reasons or as a compensatory mechanism. They also find that when firms offer products that also fulfill these higher order needs, especially through linkages to education and job offerings, there is a greater chance of their success.

The evidence is based on inference from examples in literature and related research on developmental economics. Empirical research to uncover motivations and their linkages to product success in different BoP markets would help to better understand sustainable approaches to BoP marketing.

BoP markets offer profitable opportunities. A lot can be learnt from both local and multinational companies successfully operating there. Firms should go beyond the mentality of merely removing features or services to make them cheaper. The lesson here is relevance, adaptability and tailoring products to suit specific BOP needs in an efficient manner. Also, enabling BoP education and providing marketplace services make for more sustainable approaches.

The study adds to BoP literature by examining consumption of this segment in an integrated manner: across various categories and linking it to motivation theories. This broad perspective would be useful not only for potential BoP marketers, but also for government and aid agencies.