An Investigation into the Effectiveness of the Motivational Appeals used by the Reserve Officers' Training Corps at the University of Wisconsin-Stevens Point to Attract and Retain Advanced Course Students
Willey, Charles W.
University of Wisconsin-Stevens Point
MetadataShow full item record
This study is concerned with communication as it relates to the use of motivational appeals in the areas of persuasion, public relations, and marketing in any kind of organization; it is concerned with the effectiveness of messages to produce desired responses in receivers. It is assumed that any act of communication in any form is to some degree concerned with identifying dominant belief, attitude, and value patterns of a specific audience in order to estimate the most appropriate motivational appeals, thus to design a set of messages to produce attitude behavior changes in that audience in the desired direction. This study will attempt to evaluate the appropriateness of one such set of motivational appeals as the basis for a communication program in the limited practical setting of one organization: a campus ROTC Detachment.