One hundred undergraduate business students completed a questionnaire designed to determine their reactions to a traditional and a "flashier" textbook format. Before completing the questionnaire, subjects spent several minutes examining two business textbooks--one an older textbook with black ink on white paper, narrow margins, and few illustrations; the other a more recent publication with more color, white space, pictures, and cartoons. Responses to 10 questions indicated that students reacted more favorably to the "flashier" format of the newer book while they regarded the older traditional textbook as being more scholarly. (HTH)