Target marketing in a social marketing context: gender differences in importance ratings of promoted intrinsic and extrinsic restricted exchange benefits of military enlistment

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 dat...

Full description

Saved in:
Bibliographic Details
Published in:International journal of nonprofit and voluntary sector marketing 2004-02, Vol.9 (1), p.69-85
Main Authors: Marshall, Kimball P., Brown III, Ulysses J.
Format: Article
Language:English
Subjects:
African Americans
Education
Females
Gender differences
Hispanic Americans
Males
Marketing
Military recruitment
Military service
Patriotism
Polls & surveys
Public schools
Race
Racism
Secondary schools
Social marketing
Socioeconomic factors
Statistical analysis
Studies
Target markets
Women
Young adults
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary: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
ISSN:1465-4520
1479-103X
2691-1361
DOI:10.1002/nvsm.234