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This article aims to illuminate the pervasive allure of the rhinoceros to better comprehend the historical and cultural drivers for the illicit global trade in its most coveted part: rhinoceros horn. The market for rhino horn remains dominated by customary and cultural purposes, most notably in traditional medicine. Developing conservation strategies and responding to the criminological implications of the market requires cross--cultural understanding, drawing upon multidisciplinary sourcesdoi:10.3197/096734018x15137949591891 fatcat:pfrg7cxxg5awvmcj6kda7jxhvq