Date of Conferral

2022

Degree

Ph.D.

School

Psychology

Advisor

Anthony Perry

Abstract

Underutilized military products exist among soldiers and can reduce safety, performance, and morale. The purpose of this study was to determine the extent to which self-monitoring constructs (Self-Monitoring, Acting, Extraversion, and Other-Directedness), gender, leadership, length of service, deployments, and combat experience predict military consumer attitudes. Self-monitoring theory describes differences in expressive control and self-presentation to predict consumer attitudes and behavior. High self-monitors alter their consumer behavior to gain social favor and low self-monitors base their consumer decisions on product quality, functionality, and internally held views of self. An archival dataset was used with 220 active-duty soldiers who provided liking ratings of military food, clothing, and equipment presented in written scenarios. A quantitative, nonexperimental, correlational design was used. Standard multiple regression analyses determined that none of the self-monitoring constructs predicted liking ratings except Extraversion. Higher levels of Extraversion predicted higher liking ratings. Females rated all product scenarios significantly lower than males did. Leadership, years in service, and combat experience were also significant predictors of liking ratings in some of the product scenarios. Liking ratings appeared to be related to military cultural conditions and a need for social connectedness among soldiers. These results suggested that evaluation of military products is influenced by military culture, gender, and social connectedness. The results from this study may be used for positive social change by military product developers to reduce waste of military resources and improve soldier morale through more desirable product offerings.

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