Accession Number:

ADA233737

Title:

A Cross-Sectional Comparison of Army Advertising Attributes

Descriptive Note:

Final rept. Jan 1986-Dec 1989

Corporate Author:

ARMY RESEARCH INST FOR THE BEHAVIORAL AND SOCIAL SCIENCES ALEXANDRIA VA

Personal Author(s):

Report Date:

1990-11-01

Pagination or Media Count:

46.0

Abstract:

This research examined the advertising attribute items from the New Recruit Survey NRS, Recruit Experience Tracking Survey RETS, and the Army Communications Objectives Measurement Survey ACOMS. The data analyzed were collected from 1986 to 1989. The attribute items asked respondents for their perceptions of various opportunities offered by the Army. Factor analyses resulted in three factors for the NRS, two for the RETS, and one for six of the eight ACOMS samples. The common factors found related to self-improvement and workeducation. Mean comparisons within each survey found that respondents perceived self-improvement attributes and money for education as greater opportunities than aspects of work. Comparisons across surveys found that new soldiers NRS perceived greater Army opportunities than experienced soldiers RETS and youth ACOMS. The youth sample perceived more Army opportunities than experienced soldiers. Issues concerning inflated expectations of new soldiers, the different frames of reference employed by each sample, and the appropriateness of the items are presented.

Subject Categories:

  • Psychology
  • Personnel Management and Labor Relations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE