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For as long as luxury has existed, it has been criticized, by philosophers and moralists, who condemn self-indulgence, hedonism and vanity. Yet these concerns have not prevented the remarkable expansion of the luxury sector, evidence that most buyers revel in unashamed luxury. Modern economists point out the link between the development of the luxury market and the growth of social inequality. This study aims to assess how much guilt consumers feel during luxury purchases and identify its levers.

Based on 3,162 real luxury buyers from 6 countries, both Asian and western, emerging and mature luxury markets, a partial least squares-structural equation models (PLS-SEM) analysis assesses the level of guilt experienced during luxury purchases and identifies which drivers most impact guilt.

This study assesses the presence of a little guilt among a significant portion of luxury buyers across countries. Two countries present extreme scores: the USA (55.6%) and Japan (32%). Overall, the main driver of guilt is that luxury makes economic inequality highly visible; interestingly the pursuit of hedonism reduces the feelings of guilt.

These findings have notable implications for luxury companies as the long-term success of this sector would be questionable if it attracts social criticism and induces distressing feelings among clients.

Luxury brands need to implement guilt reducing communication strategies.

The luxury sector as a whole should redefine its purpose and mission.

This level of guilt experienced during purchases rarely has been investigated in prior luxury research. Yet luxury addresses larger targets, from the happy few to the happy many. Thanks to PLS-SEM modelization, the same hierarchy of guilt driving factors is revealed across countries.

According to legend, the fall of Troy was accomplished by a clever ruse. After 10 years of unsuccessfully dashing themselves against the impregnable walls of Troy, the Greeks pretended to give up and sail away from the besieged City, leaving behind a giant, hollow wooden horse. The Trojans, considering the wooden horse to be symbolic of their hard‐earned victory, demolished the walls that had protected them for so long and triumphantly wheeled the horse inside their city. Only a handful of the jubilant Trojans suspected that there might be something wrong. One of them, supposedly the high priest, is said to have muttered the memorable phrase as the horse was pushed and dragged into Troy, “Whatever that thing is, I fear the Greeks bearing gifts.” Fateful and prescient words. That night, as the reveling Trojans slept, Greek soldiers poured out of the hollow wooden horse and the fall of Troy was at long last accomplished. The modern world has its counterpart to the lesson of Troy: money laundering. And the results can be equally as devastating to the modern business person: loss of reputation, draconian fines, bankruptcy, imprisonment. Once let a money launderer, the modern equivalent of the Trojan Horse, into a business without heeding the warning to “fear the Greeks bearing gifts” and this can be the result. It is not so long ago that money laundering was relatively easy to recognize. It involved scruffy looking characters delivering hordes of cash in cardboard boxes, paper shopping bags, duffel bags, suitcases and the like. More often than not, the delivery persons had not even counted the hundreds of thousands of dollars in cash they were delivering. Receipts never were expected. A classic example is the Miami bank in which over $242 million in cash was deposited into one checking account in one branch in the space of eight months, all in cash and all delivered to the bank in precisely the manner just described. In that case, the cash poured in so quickly that the bank itself limited the amount of cash it would accept ‐ to no more than $2 million per day.

President Bill Clinton has had many opponents and enemies, most of whom come from the political right wing. Clinton supporters contend that these opponents, throughout the Clinton presidency, systematically have sought to undermine this president with the goal of bringing down his presidency and running him out of office; and that they have sought non‐electoral means to remove him from office, including Travelgate, the death of Deputy White House Counsel Vincent Foster, the Filegate controversy, and the Monica Lewinsky matter. This bibliography identifies these and other means by presenting citations about these individuals and organizations that have opposed Clinton. The bibliography is divided into five sections: General; “The conspiracy stream of conspiracy commerce”, a White House‐produced “report” presenting its view of a right‐wing conspiracy against the Clinton presidency; Funding; Conservative organizations; and Publishing/media. Many of the annotations note the links among these key players.

The purpose of this paper is to explore eco innovation in rural small firms. It looks at the motivations of rural small business owners for eco innovation and the extent to which rurality is important. Owner-managers’ perceptions of how eco innovation had, or would, contributed to growth in the future are also explored.

This is a qualitative study involving micro-level exploration of eight growth-oriented rural small firms and their implementation of eco innovation. These case studies involved semi-structured interviews, observation of practices in the firm and review of documentation and web-based materials.

Within each of the case study businesses, eco innovation involved changing business processes to reduce waste and to reduce the amounts of raw materials consumed. Rurality was described as very important due to closeness to the impacts of climate change and firms’ visibility within their local communities. Although none of the businesses identified growth as a motivating factor, each enjoyed economic benefits as a result of their pro-environmental behaviour.

As a small-scale study of eight atypical firms, the findings cannot be readily generalised. Rather, they provide insight to how eco innovation can address both the environmental and the economic.

The findings may be useful for those wishing to encourage pro-environmental behaviours and eco innovation among rural SMEs.

The paper contributes to the currently limited literature on how and why SMEs are implementing pro-environmental practice, and also in relation to greener operational practice and business growth.

Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Term. 37203. Mrs. Cheney does not sell the books listed here. They are available through normal trade sources. Mrs. Cheney, being a member of the editorial board of Pierian Press, will not review Pierian Press reference books in this column. Descriptions of Pierian Press reference books will be included elsewhere in this publication.

THE Fifty‐First Conference of the Library Association takes place in the most modern type of British town. Blackpool is a typical growth of the past fifty years or so, rising from the greater value placed upon the recreations of the people in recent decades. It has the name of the pleasure city of the north, a huge caravansary into which the large industrial cities empty themselves at the holiday seasons. But Blackpool is more than that; it is a town with a vibrating local life of its own; it has its intellectual side even if the casual visitor does not always see it as readily as he does the attractions of the front. A week can be spent profitably there even by the mere intellectualist.

THERE was a rather remarkable statement made at the Royal Institute of British Architects by Mr. Berwick Sayers last month. He affirmed that so far as the recorded issues of the reference libraries in the municipal libraries of London were concerned, only 8,880 books were consulted daily. This, as the statistical account of twenty‐nine public libraries, shows an average of a fraction over 302 books daily. To some this may seem not an inadequate issue, if all the books recorded are books which the student and the searcher for information have used. The point of the meeting at which the remark was made was that the reference libraries of London should do more in co‐operation with industry, and it was argued by the representatives of ASLIB who took part in the conference that our London reference libraries should be strengthened in the science and technology departments, even at the expense of the lending libraries. The experience of the public librarian seemed to be that few people lived in London near their work; and that they had command of the special libraries in London in a way that provincial industrialists had not, and therefore they did not make any use that mattered of London reference libraries. The Chambers of Commerce in the various boroughs of London consist of small traders as a rule whose main purpose is “to keep down the rates,” and who have very little connection with industry on the scale in the minds of the ASLIB representatives. In short, the chief function of the London public libraries is mainly that of home reading. Ultimately the solution of the reference problem may be the establishment of one or two great regional reference libraries supported by the co‐operation of the boroughs. Co‐operation, however, is in its initial stages yet, and it will probably be some time before such an ideal, if it be an ideal, is achieved.

This is a resource guide for librarians who wish to gather books and other materials to use in promoting National Women's History Week or, as it will be soon, National Women's History Month. The emphasis is on history rather than on current women's issues. Most of the materials cited have appeared within the past ten years, but a few important older works are included as well.

The following report was brought up by Dr. P. Brouardel, Dean of the Faculty of Medicine of Paris, President of the Commission, and was submitted for the approval of the Congress:

While the potential benefits of integrating humour into advertisements are widely understood, the reasons why these effects emerge are not. Drawing on literature about the impact of psychological feelings of power, this research aims to examine how power motivation interacts with the presence of disparaging humour in ads to influence ad-related outcomes.

Following the measurement (Study 1) or manipulation (Study 2) of power motivation, participants viewed an ad featuring either disparaging humour or one of the following alternatives: no humour (Study 1) or non-disparaging humour (Study 2). Sense of superiority, brand attitude, ad claim recall and the perceived humorousness of the ad were then assessed.

Featuring disparaging humour in an ad increased participants’ sense of superiority, but only among those with high power motivation. Among such participants, this heightened sense of superiority increased the perceived humorousness of the disparaging humour (Studies 1 and 2), induced more favourable attitudes towards the brand featured in the ad (Studies 1 and 2) and enhanced ad claim recall (Study 2). These effects did not, however, extend to ads featuring non-disparaging humour (Study 2), indicating that it was the presence of disparaging humour, and not humour per se, that was responsible for these effects.

These findings break open the “black box” of humour by identifying why consumers perceive disparaging humorous content to be funny, when this effect will occur and what impact this will have on advertising-related outcomes.