Authenticity judgments involve how individuals distinguish what appears to be real versus fake, genuine versus phony. In this investigation, we bring authenticity into the laboratory to assess it in a manner quite different from most extant approaches. Taking a Peircian semiotic view in a context of environmentally conscious consumption, we develop and test a set of hypotheses concerning the effects of indexical and iconic cues to an authentic "green" product meaning. Results suggest that effects of these indicators of authenticity can be induced in a controlled manner with products being assessed as more or less "green" on the basis of particular cue arrangements. Furthermore, the effectiveness of these semiotic cues is moderated by a basic distinction among products. Taken together, the results provide evidence supporting a meaning validation process as the basis of authenticity judgments and suggest new directions for theory building in a domain where there is substantial practitioner interest.

Drawing on identity theory, this conceptual inquiry posits a need to redefine the standard that individuals use to judge themselves as a "business student." Learners will be more likely to succeed in a corporate context if they experience daily interactions throughout a curriculum that approximate a professional environment. These social interactions will reinforce a revised business student identity if carefully orchestrated. A conceptual argument is presented to this end that builds toward a curricular-level solution emphasizing experiential learning that has broad focus beyond marketing students to all business students. A number of obstacles and opportunities are identified while developing a set of propositions linking curriculum design with granular day-today interactions. Experiential learning is presented as a path forward but must be implemented in an exhaustive and theoretically sound manner in order to facilitate student transition from an academic to a corporate environment.

The nonprofit sector relies to a large degree on volunteer labor to accomplish its various missions. Significant research has been done on what motivates individuals to provide volunteer labor. Further, economists have recently recognized the importance of this sector and have begun to apply economic theory to the micro theoretic variables associated with the supply of volunteer labor. This paper is a preliminary look at the marketing implications of the macro theoretic variables associated with the supply of volunteer labor for the promotional strategies nonprofits use to attract volunteers.

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