Purpose This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative consumption and how such relationships may be moderated. Design/methodology/approach Two scenario-based online studies were conducted with young consumers concerning several collaborative consumption services. Findings Using structural equation modeling, the authors found that specific dimensions of value perceptions (utilitarian, hedonic and symbolic) have differing effects on young consumers’ attitude and empathy toward collaborative consumption services. The analysis shows no moderating effects for perceived consumer effectiveness (Study 1 and Study 2) but a significant moderating effect for consumer innovativeness (Study 2). Research limitations/implications This research identifies important factors for the attitudinal and behavioral outcome of young consumers, an important consumer group for the emerging trend of collaborative consumption. Also, the role of empathy and two personal traits offer insights. Practical implications Substantively, the findings guide marketers in the sharing economy in elevating their strategic tactics and effective approaches to reach this important consumer group. Originality/value Given the paucity of research on consumer groups in this context, the current research breaks new ground by investigating value perceptions and empathy as drivers of positive reactions and moderating factors within the collaborative economy.

Purpose -The paper seeks to develop a conceptualization of franchisee perceived relationship value (FPRV), defined as the trade-off between perceived net worth of tangible and intangible benefits and costs to be derived over the lifetime of the franchisor-franchisee relationship, as perceived by the franchisee, taking into consideration the available alternative franchise relationships. Design/methodology/approach -A survey of existing literature provided the relevant constructs and concepts for developing a conceptual framework of FPRV. Findings -The behavioral aspects of the franchise relationship are explored from the franchisee's perspective, providing an alternative viewpoint of the franchise relationship. Practical implications -The paper affords a useful foundation for making decisions in a franchise relationship, such as the choice of a new franchisee. This entails a comparison of an existing franchisee about which much is known versus a new franchisee about which less is known. FPRV offers a constructive lens to better evaluate this decision and help frame questions concerning the value of social elements within the relationship. Originality/value -This work is among the first to examine franchisee relationship value and consequences from the franchisee's perspective. Research propositions surrounding the franchisee's behavioral expectations in the relationship are offered, and serve to guide further research in this area.

Tobacco smoking with a water pipe or hookah is increasing globally. There are millions of water pipe tobacco smokers worldwide, and in the United States, water pipe use is more common among youth and young adults than among adults. The spread of water pipe tobacco smoking has been abetted by the marketing of flavored tobacco, a social media environment that promotes water pipe smoking, and misperceptions about the addictive potential and potential adverse health effects of this form of tobacco use. There is growing evidence that water pipe tobacco smoking affects heart rate, blood pressure regulation, baroreflex sensitivity, tissue oxygenation, and vascular function over the short term. Long-term water pipe use is associated with increased risk of coronary artery disease. Several harmful or potentially harmful substances present in cigarette smoke are also present in water pipe smoke, often at levels exceeding those found in cigarette smoke. Water pipe tobacco smokers have a higher risk of initiation of cigarette smoking than never smokers. Future studies that focus on the long-term adverse health effects of intermittent water pipe tobacco use are critical to strengthen the evidence base and to inform the regulation of water pipe products and use. The objectives of this statement are to describe the design and operation of water pipes and their use patterns, to identify harmful and potentially harmful constituents in water pipe smoke, to document the cardiovascular risks of water pipe use, to review current approaches to water pipe smoking cessation, and to offer guidance to healthcare providers for the identification and treatment of individuals who smoke tobacco using water pipes.

A Middle Eastern tradition, hookah smoking involves burning flavored tobacco heated by charcoal, creating smoke that is filtered through water and ingested through the mouth using a hose. Hookah lounges are increasingly locating around college campuses in the United States, and websites offering hookah paraphernalia target U.S. high school and college students. In two studies involving interviews with college-age hookah smokers and analysis of website marketing practices, the authors investigate consumer beliefs and attitudes toward hookah smoking and the way it is portrayed online. The findings indicate that it is a social phenomenon, with young people introducing peers to the practice and websites promoting shared consumption experiences. Contrary to medical evidence, young people believe smoking sweetened tobacco through a hookah is nonaddictive and safer than cigarettes. Hookah lounges often are exempt from age restriction laws because many double as cafés and other eating establishments. Traditional tobacco warnings are not present in lounges or on websites. The findings highlight potential health dangers of hookah smoking and the need for education regarding this practice and demonstrate that regulatory oversight is needed.

Third Place'' servicescapes are often created to reflect home-like characteristics, expecting customers to relax, mingle, and consume their purchases. Yet, customers coopt the space, often using it as an extension of workplaces or homes. In pursuit of undistracted privacy, customers engage in territorial behaviors that communicate to other customers that intrusion is not welcome. While place attachment by loyal customers is positive for service providers, territorial behavior can have negative implications for some service establishments. In a multi-method investigation of consumer territorial behavior within the context of cafés, the authors find that purchase or even use of an item with the café logo is believed by many to give customers territorial rights, decreasing turnover, and discouraging other customers who want to sit and consume café products. Employees are faced with mediating territorial disputes. Understanding and dealing with consumer territorial behavior will lead to better servicescape design, less inter-customer conflict, and smoother organizational processes.