Target marketing in a social marketing context: gender differences in importance ratings of promoted intrinsic and extrinsic restricted exchange benefits of military enlistment
✍ Scribed by Kimball P. Marshall; Ulysses J. Brown III
- Publisher
- John Wiley and Sons
- Year
- 2004
- Tongue
- English
- Weight
- 233 KB
- Volume
- 9
- Category
- Article
- ISSN
- 1465-4520
- DOI
- 10.1002/nvsm.234
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✦ Synopsis
Abstract
Social marketing involves influencing voluntary behaviour of people towards a social end. Examples of social marketing range from campaigns to encourage healthy physical behaviour to efforts to encourage tax support for public education, overcome racism, or stimulate ‘patriotic’ behaviour. Using data from a summer 2001 telephone survey of 600 young adults, this paper investigates how recruitment campaigns may benefit from considering gender differences in importance ratings of a variety of benefits promoted by the military in the USA. Importance ratings are assessed using differences in means and variances tests. Findings identify gender specific differences that may be used to enhance recruitment campaigns. Copyright © 2004 Henry Stewart Publications