This paper analyses university library users' attitudes towards book vandalism in order to develop a basis for intervention. Using a customer oriented approach data was collected from users who attended an academic library exhibition on vandalized books at a University campus. Respondents were asked both for their reactions to the vandalism as well as to suggest measures to solve this problem. Punishment and surveillance were most frequently mentioned as preventative measures although users also recognized the utility of the exhibition in increasing awareness of book mutilation. Further implications of social marketing for libraries are also discussed. (Contains 7 tables.)