Willingness to engage in exchange is based on desired benefits. In typical commercial transactions, restricted exchange benefits dominate. However, public policy, social marketing situations might require consideration of both restricted and generalized exchange benefits. Applying factor analysis, cluster analysis and cross-tabulation, this paper reports research that has successfully segmented a young adult target market regarding interest in military service based on considerations of generalized and restricted exchange motivations. This research contributes to a growing body of literature on generalized exchange as a key conceptual element for social marketing. Results demonstrate the utility of the generalized exchange concept in identifying amarket segment distinguished by strong interest in military service and positive perceptions on several key generalized exchange factors.


Business and Information Technology

Keywords and Phrases

Generalized Exchange; Military Recruiting; Restricted Exchange; Cluster analysis; Government marketing; Social marketing

Document Type

Article - Journal

Document Version

Final Version

File Type





© 2005 Haworth Press, All rights reserved.

Publication Date

22 Nov 2005