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This study examined whether individuals with preferences for certain military recruitment slogans can be identified by characteristic factors for motivation, needs, and involvement. Inasmuch as there appears to be no consistent theory of motivators and needs incorporated into the design of military recruitment campaigns, this study was designed to determine whether individual preferences for, and responsiveness to, certain military recruitment slogans may be related to the individual's motivators, needs, and sense of involvement with a given slogan. The data on motivators and needs demonstrates that a relationship exists between the factors of motivation, needs, and involvement, on the one hand, and preference or lack of preference for one or more military recruitment slogans on the other hand. The study suggests that military recruitment slogans should be designed to appeal to potential recruits who exhibit characteristics that suggest they are likely to find military service suitable. The broad implication of this study is that, in the planning and execution of any “commitment/sign up” campaign, care should be taken to ensure that the slogan used appeals to the needs of the desired target group.
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