Greg Gardner reports on a study that finds that people who buy hybrids and first-generation plug-in electric cars are motivated by social values such as reducing gas consumption, not supporting countries that might be associated with terrorists, or having a modest green impact. "People are remarkably willing to change if they see some value in doing so," says Daniel Sperling, director of the Institute of Transportation Studies at the University of California, Davis. Some of Sperling's students studied about 100 people in southern California who have driven early versions of BMW's Mini E and found that …

Barry Silverstein reports on two studies that suggest that the rich prefer discreet brand identifiers rather than garish logos. "Subtle Signals of Inconspicuous Consumption" published in the Journal of Consumer Research, suggests that high-end shoppers prefer "distinctive design or detailing." "Signaling Status with Luxury Goods: The Role of Brand Prominence," which is in the July issue of Journal of Marketing, finds that "luxury brands charge more for 'quieter' items with subtle logo placement and discreet appeal." Joseph Nunes, associate professor of marketing USC's Marshall School of Business and one of the study's authors, says, "A significant …

Once known mostly for its upscale downtown hotels and resorts, Hyatt Hotels is transforming itself into cutting-edge company that serves a broader array of those who seek lodging at a midrange price (about $130 a night) with amenities such as fast check-ins and free fruit in lobby baskets. Hyatt is reinventing the industry and challenging cherished traditions, Barbara De Lollis reports. The Hyatt Place and Andaz chains, for example, have done away with conventional front desks. And the five-unit luxury Andaz chain gives away mini-bar snacks, usually a key moneymaker. The company is also experimenting with reduced housekeeping …

Hasbro's NERF Ball -- the polyurethane foam sphere that could be tossed around the living room without threatening mom's Hummel figurines, Chris Prentice amusingly writes -- has gone steroidal. The "goofy, plastic NERF launchers that lobbed foam balls and arrows" in the 1990s have been upgraded to the new N-Strike Stampede ECS blaster, which resembles a Special Forces assault rifle and has replaceable clips that each hold 18 foam darts. The N-Strike line was introduced in 2004 to capitalize on consumer interest in Transformers and G.I. Joe fantasy toy lines. Hasbro officials say that NERF's sales have grown …

A nutritional-scoring system being tested at some Kroger grocery stores is part of a nationwide move by retailers to be pushier about offering nutritional advice to their customers. The NuVal scoring system, which was developed by academics, uses nutrition data on food labels and other public information to calculate how well a product helps meet federal dietary recommendations, Timothy W. Martin and Ilan Brat report. Safeway, meanwhile, is using data from loyalty cards to recommend healthier alternatives to the foods its customers buy. Some chains have tested the use of loyalty-card data to dispense coupons for lower-calorie alternatives to …

American Family Insurance (AFI) has created its first social game, I-Am-Fam, in an effort to reach its main demographic, who are active users in the gaming space.