TABLE 82 - uploaded by Paul Gade
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Source publication
This paper focuses on the recruits' self-reported media habits, recall of Army advertising by media, and reported response to Army advertising. This paper examines the media habits of Army recruits and profiles the media that are most likely to draw an audience from which the Army needs to recruit in order to sustain a high quality force. While the...
Citations
This paper describes a program of research on enlistment decision making. Our program goal is to provide usable information to Army recruiting policy makers and to establish a better understanding of the dynamics in a young man or woman's decision to join the Army. Our initial efforts--surveys of recruits about the factors that encourage, discourage, and drive their enlistment decision--are described in detail. Two surveys of over 25,000 recruits have been conducted by the Army Research Institute's Manpower and Personnel Research Laboratory. These are the first surveys of this scope since the 1979 DoD survey. Comparative results from these three surveys are discussed. Highlighted are survey results on enlistment motivation, enlistment incentives, and advertising. The Army Recruiting Information System (ARIS), an innovative, computer-based information system used to share survey results with Army policy makers is also described. Further efforts to develop individual decision and microeconomic prediction models are outlined.
This is an annotated bibliography of research by the U.S. Army Research Institute for the Behavioral and Social Sciences (ARI) on Army recruiting. Most of the research covered in this report was conducted during the period 1980 and 1999. To provide a framework for this work the research summaries are organized around a model of Army recruitment showing the important factors contributing to successful recruiting. In the model, recruiter production is conceptualized as a joint function of recruiter performance and youths' propensity to enlist. Propensity to enlist is linked to advertising effects and several other environmental factors. Recruiters' performance, in turn, is influenced by their personal characteristics, the training and mentoring they receive, and the level of technical and organizational Support provided to them. The ARI research relating to each of these major components in the recruitment model is documented in this report.
