Challenging the Good Life: An Institutional Theoretic Investigation of Consumers' Transformational Process Toward Sustainable Living.

In pursuit of sustainable living, ethics researchers as well as consumers themselves have challenged the status quo of consumption as an institution. Fueled by global economic, environmental, and societal concerns, responsible consumption has become an integral part of the sustainability and consumption ethics literature. One movement toward sustainability consists of confining living space into a smaller ecological footprint. Although motivations for such a lifestyle have been examined, little research has investigated the process of how members of the tiny house movement reconfigure learned consumption practices. This study investigates tiny house dwellers' transformational experiences through the theoretical lens of contemporary institutional change. Qualitative analysis reveals that these challengers of the status quo face significant normative, regulatory, and cognitive hurdles. However, by engaging in sensemaking, validation, and change agency practices, tiny house dwellers have attempted to legitimize a new way of sustainable living that can be in conflict with existing institutions. Implications and future research are discussed in terms of how examining institutional change processes can be a vital part of ethics and sustainability research. Implications are also provided for how marketing organizations can consider modifying their market offerings to capitalize on this segment of society.

Water drinking acutely improves orthostatic tolerance in healthy subjects.

BACKGROUND: Orthostatic symptoms and syncope are common, even in apparently healthy subjects. In patients with severe autonomic dysfunction, water drinking elicits an acute pressor response and improves orthostatic hypotension. We tested the hypothesis that water drinking also improves orthostatic tolerance in healthy subjects. METHODS AND RESULTS: In a randomized, controlled, crossover fashion, 13 healthy subjects (9 men, 4 women, 31+/-2 years) ingested 500 mL and 50 mL of mineral water 15 minutes before head-up tilt on two separate days. Finger blood pressure, brachial blood pressure, heart rate, thoracic impedance, and blood flow velocity in the brachial artery and the middle cerebral artery were measured. Orthostatic tolerance was determined as the time to presyncope during a combined protocol of 20 minutes of 60 degrees head-up tilt alone, followed by additional increasing steps of lower body negative pressure (-20, -40, and -60 mm Hg for 10 minutes each or until presyncope). Drinking 500 mL of water improved orthostatic tolerance by 5+/-1 minute (range, -1 to +11 minutes, P<0.001). After drinking 500 mL of water, supine mean blood pressure increased slightly (P<0.01) as the result of increased peripheral resistance (P<0.01). It also blunted both the increase in heart rate and the decrease in stroke volume with head-up tilt. Cerebral blood flow regulation improved after water drinking. CONCLUSIONS: Water drinking elicits an acute hemodynamic response and changes in cerebrovascular regulation in healthy subjects. These effects are associated with a marked improvement in orthostatic tolerance.