1. How are the Haneys, Allison, and Boyles similar in terms of their consumer behavior? How are they different?

On May 4, 2007, the Green Acres Bed & Breakfast at 122 W. Iowa in Greensburg, Kansas, was destroyed by an F5 tornado. To innkeepers Janice and John Haney, this wasn’t just the loss of a business, but also of their home. The brick, split-level house was built in 1926 by a high school shop teacher. It was tidy, charming, and filled with period detail and Janice’s hand-made quilts. “We had never had any intentions of ever building a new house, we were just very happy with the house we had,” Janice said. As inviting as the home was, Janice admits that it was drafty and in need of some energyefficient upgrades. “This was an opportunity for us to want to do something bigger and better and a once-in-a-lifetime opportunity to make it as green as possible,” she said. The Haneys did not decide to rebuild right in town, instead choosing to build a larger, more energy-efficient home on some family land about eight miles out of town. For the most part, Janice left the construction to contractors and kept the decorating for herself.