Libraries share a perception of embracing and providing for all users. However, they also share a common philosophical stance shaped by librarians' individual discursive formations and the dominant cultural hegemony that values some users over others. Latinos constitute one of the fastest-growing, nondominant populations in the United States, and…

Demonstrates the application of a marketing technique, conjoint analysis, to the measurement of users' preferences for service patterns in an academic library. Eight references are cited. (FM)