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Substantial evidence exists to support the proposition that consumer perceptions and preferences should be the basis for tourism marketing and consumerpolicy. Some of this evidence is reviewed, and a general model of traveler destination awareness and choice is presented. Results of an empirical test of the model provide some supportfor the hypotheses presented in the model.

This essay describes tenets of complexity theory including the precept that within the same set of data X relates to Y positively, negatively, and not at all. A consequence to this first precept is that reporting how X relates positively to Y with and without additional terms in multiple regression models ignores important information available in a data set. Performing contrarian case analysis indicates that cases having low X with high Y and high X with low Y occur even when the relationship between X and Y is positive and the effect size of the relationship is large. Findings from contrarian case analysis support the necessity of modeling multiple realities using complex antecedent configurations. Complex antecedent configurations (i.e., 2 to 7 features per recipe) can show that high X is an indicator of high Y when high X combines with certain additional antecedent conditions (e.g., high A, high B, and low C)-and low X is an indicator of high Y as well when low X combines in other recipes (e.g., high A, low R, and high S), where A, B, C, R, and S are additional antecedent conditions. Thus, modeling multiple realities-configural analysis-is necessary, to learn the configurations of multiple indicators for high Y outcomes and the negation of high Y. For a number of X antecedent conditions, a high X may be necessary for high Y to occur but high X alone is almost never sufficient for a high Y outcome.

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Storytelling is pervasive through life. Much information is stored, indexed, and retrieved in the form of stories. Although lectures tend to put people to sleep, stories move them to action. People relate to each other in terms of stories-and products and brands often play both central and peripheral roles in their stories. To aid storytelling research in consumer psychology, this article develops a narrative theory that describes how consumers use brands as props or anthropomorphic actors in stories they report about themselves and others. Such drama enactments enable these storytellers to experience powerful myths that reflect psychological archetypes. The article includes findings from case study research that probes propositions of the theory. Implications for consumer psychology and marketing practice follow the discussion of the findings.More often than not, in America at least, those who win in myth markets are performing a myth of rebelling; the most successful icons rely on an intimate and credible relationship with a rebel world: Nike with the African-American ghetto, Harley with outlaw bikers, Volkswagen with bohemian artists, Apple with cyberpunks, Mountain Dew with slackers-protagonists who would rather pursue quixotic activities than "grow up" and get serious about careers. (Holt, 2003)

This article reports theory and examines data in ways that transcend the dominant logics for variable-based and case-based analyses. The theory and data analysis tests key propositions in complexity theory, for example, no single antecedent condition is a sufficient or necessary indicator of a high score in an outcome condition; a few complex configurations of antecedent conditions are sufficient indicators of high scores in an outcome condition. The study tests and supports these propositions in the context of customer assessments (n=436) of service facets and service outcome evaluations for assisted ephemeral transformations of self via beauty salon and spa treatments. The findings advance a nuanced theory of how customers' service evaluations relate to their assessments of overall service quality and intentions to use the service. The findings support the need for service managers to be vigilant in fine-tuning service facets and service enactments to achieve high customer retention.

This article provides a new definition for case study research. Achieving deep understanding of processes and other concept variables (e.g. actors' perceptions of their own thinking processes, intentions and contextual influences) is identified as the principal objective of case study research. Using multiple methods to``triangulate'' (i.e. confirm and deepen understanding by using multiple sources all focusing on the same process/event) within the same case is described. The article outlines the core criticisms made by case study researchers of large sample surveys. A need exists for a paradigm shift in research on organizational behavior (including modeling the antecedents of new product performance). The article outlines the telling weaknesses of case study research as seen by other researchers. The article examines Senge's core propositions related to the``mental models'' of decision participants. Details illustrate the use of specific research methods for case studies to achieve different research objectives and the combination of objectives. Finally, the article illustrates basic concept variables in a case study and 12 propositions are reviewed briefly. This report reviews classic and recent contributions in the literature on case study research.Defining case study research (CSR): achieving a broad perspective CSR is inquiry focusing on describing, understanding, predicting, and/or controlling the individual (i.e. process, animal, person, household, organization, group, industry, culture, or nationality). This definition is broader intentionally than the definition Yin (1994, p. 13) proposes:A case study is an empirical inquiry that investigates a contemporary phenomenon within its real-life context, especially when the boundaries between phenomenon and context are not clearly evident.