Scholarly journals are sometimes regarded as substitutes even though each provides unique content

Abstract

most US college/university faculty.• This situation allows librarians at most universities to compare and select journals or full-text databases on the basis of their costeffectiveness or other characteristics.• Librarians who view journals as potential substitutes can behave accordingly when negotiating prices-a situation that results in price discrimination as well as competition among publishers/ vendors.• The perspectives of customers (librarians/purchasers) do not always mirror those of consumers (faculty or other end users).