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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 purpose of this paper is to critique four marketing textbooks written during the Age of Enlightenment (sixteenth-eighteenth centuries) to understand the educational lessons they taught students of marketing at the time and the lessons they might hold for the present day.

The method entails critically examining several marketing textbooks within the context of the great social, religious, intellectual, political and economic changes taking place at the time.

Over the period, paralleling developments in the Enlightenment, the two earlier textbooks of the age have a heavier emphasis on religious and ethical concerns along with their discussions of business issues. The two later textbooks de-emphasize spiritual themes in favor of almost completely focusing on business matters. In addition to discussing themes relevant to their times, the books anticipate concepts found in marketing textbooks of today. Generally, there is also more stress placed on immediate facts rather than enduring business principles. Yet many principles are discussed, including the most fundamental and durable principle of merchandising: “buy cheape, sell deare”.

There is no other review of a collection of marketing textbooks during the Age of Enlightenment in the published literature.

The following is an annotated list of materials dealing with orientation to library facilities and services, instruction in the use of information resources, and research and computer skills related to retrieving, using, and evaluating information. This review, the sixteenth to be published in Reference Services Review, includes items in English published in 1989. A few are not annotated because the compiler could not obtain copies of them for this review.

THE Reference Department of Paisley Central Library today occupies the room which was the original Public Library built in 1870 and opened to the public in April 1871. Since that date two extensions to the building have taken place. The first, in 1882, provided a separate room for both Reference and Lending libraries; the second, opened in 1938, provided a new Children's Department. Together with the original cost of the building, these extensions were entirely financed by Sir Peter Coats, James Coats of Auchendrane and Daniel Coats respectively. The people of Paisley indeed owe much to this one family, whose generosity was great. They not only provided the capital required but continued to donate many useful and often extremely valuable works of reference over the many years that followed. In 1975 Paisley Library was incorporated in the new Renfrew District library service.

Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of the past to understand the link between product, advertising format and message processing.

To examine DVA effectiveness, this study utilized a 2-product type (utilitarian vs hedonic) × 2-product involvement (low vs high) x 2-platform (laptop vs mobile) mixed-design. Participants were recruited from a research company, who invited members of their panel to participate in an online experiment.

DVA for hedonic products resulted in stronger attitudes toward the ad and brand, and intentions to purchase. DVA for low involvement products resulted in stronger purchase intentions and likelihood to opt-in for more information. Moreover, there was an interaction between product category and involvement across all five measures of DVA effectiveness.

Like TV commercials, DVA is more effective when used with low involvement, hedonic products than with high involvement, utilitarian products. Additionally, the device on which the advertisement is viewed impacts the effectiveness of DVA.

Companies promoting high-involvement utilitarian products may consider alternative advertising strategies (e.g. MDAs, apps, websites and advergames), as DVA may not be the most effective ad format.

As technology continues to develop and marketers continue to pursue growing numbers of consumers through digital means and on mobile devices, understanding how device type influences advertising effectiveness is important for media strategy, message placement and marketing metrics. This research takes one step in that direction.

This article seeks to depict the pivotal role Hugo Munsterberg, the great pioneer in industrial psychology, played in the lives of his students, some of whom were feminists regardless of his own chauvinistic opinions. The article aims to examine the contributions made by Mary Calkins, Ethel Puffer, and William Marston, all former students of Munsterberg, who went on to make valuable contributions in psychology, women's issues, the polygraph, and the creation of the first and most famous comic book super heroine.

Synthesizing articles from history journals, writings about the figures of interest, published works by the figures themselves and other resources, this paper illustrates how Hugo Munsterberg impacted the scholarly careers of Calkins, Puffer, and Marston who all made valuable contributions to academia and popular culture.

This paper concludes that Munsterberg's influence was evident in the works of Calkins, Puffer, and Marston in areas as diverse as the psychology of beauty to the detection of deception. Despite his own chauvinistic views Munsterberg had an amicable and productive relationship with the aforementioned students, which sometimes extended beyond a professional relationship. Consequently, they initiated a research agenda that was greatly influenced by Dr Munsterberg.

This article highlights Dr Hugo Munsterberg's influence on Calkins, Puffer, and Marston, who made valuable contributions in women's issues, as well as the development of DISC theory, and the super‐heroine Wonder Woman.

This paper proposes to explore the circumstances of the word management's entry into English usage, to deepen understanding of this neglected chapter in management history, and to urge further historical research into seminal management terms and concepts. It also aims to offer a brief explanation of John Florio's role in the introduction of management into English and of that of the Italian Renaissance's influence in England.

The paper's guiding theoretical premise is historian Daniel Rodgers' observation that concepts in government and business often pass from one country to another through “cross fertilization,” effected by the movements and offices of highly connected, cosmopolitan individuals. The sources for this exploration include Florio's World of Words, histories of Florio's circumstances and of the Italian Renaissance, and Evans' edition of La pratica della mercatura (ca 1340) by Francesco Balducci Pegolotti of the fourteenth century Florentine banking firm of Bardi.

The exploration's findings reinforce Rodgers's account of the spread of government and business concepts and rediscovers a vital link between business practice and humanistic studies.

Modern business education, e.g. in its frequent omission of a foreign language requirement in business college curricula, tends to obscure this linkage, now critical in our global economy. The implication is that this linkage should be revived.

Deeper knowledge of the Italian Renaissance roots of management and of the business practices it denoted brings new light to the interplay between humanistic studies associated with the Italian Renaissance and Renaissance business practices in an international context. Accordingly, the authors believe that this exploration turns a page, albeit the first page, of a neglected chapter in the history of management thought and practice.

Mary Bernstein is Professor of Sociology at the University of Connecticut. She has published numerous articles in the fields of social movements, identity, sexualities, gender, and law and is coeditor of three books. Recent articles include “What Are You? Explaining Identity as a Goal of the Multiracial Hapa Movement,” “Identity Politics,” and “Culture, Power, and Institutions: A Multi-Institutional Politics Approach to Social Movements” (coauthored with Elizabeth Armstrong) which won the Outstanding Article Award from the American Sociological Association Section on Collective Behavior and Social Movements (2009).

This paper explores four works of contemporary fiction to illuminate formal and informal regulation of sex. The paper’s co-authors frame analysis with the story of their creation of a transdisciplinary course, entitled “Regulating Sex: Historical and Cultural Encounters,” in which students mined literature for social critique, became immersed in the study of law and its limits, and developed increased sensitivity to power, its uses, and abuses. The paper demonstrates the value theoretically and pedagogically of third-wave feminisms, wild zones, and contact zones as analytic constructs and contends that including sex and sexualities in conversations transforms personal experience, education, society, and culture, including law.