PSYCHOLOGY MASTER'S THESIS ABSTRACT

Ian Naftzger
Industrial/Organizational
May 1999

Self-Monitoring and Organizational Choice

    Research in the field of advertising has shown that personal differences can effect how an individual responds to different styles of advertising, regardless of the product being advertised.  Specifically, it has been shown that high self-monitors tend to respond favorably toward products presented via image-oriented advertising.  Conversely, low self-monitors tend to respond favorably toward products presented via quality-oriented advertising.  The present study is an attempt to show that individuals respond similarly when the product being advertised is employment in a particular organization.

    Ninety-nine participants were divided using the Self-Monitoring Scale.  Their responses to hypothetical organizational recruiting advertisements were recorded.

    ANOVA results show that high and low self-monitors did not significantly differ in their responses; neither was there evidence of participants’ preference of one particular style of recruiting.  Population differences between college students and job seekers are discussed and suggestions are made to future recruitment and advertising researchers.

Psychology Department * CSULB * 1250 Bellflower Blvd. * Long Beach, CA  90840-0901 * 562-985-5001