Social and Behavioral Sciences Commons^™

Self-Monitoring In Military Consumer Research, Alan Oliver Wright

Walden Dissertations and Doctoral Studies

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 …