| Summary: | 碩士 === 國防大學政治作戰學院 === 新聞碩士班 === 105 === The thesis applied “ Social Comparison Theory” , to explore the effects of military marketing products – calendars, specifically the different role of configurations, to figure out the influnces between the self-identity and the organizational identification. In the past, the levels of social comparisons may vary depending on the levels of closeness, people who compared with people in the same group tended to compare with people who were similar to themselves. “Social Comparison Theory” advocated the “similarity” argument, while the more similar with the individual, the comparison would be more likely to produce, at the same time, forming a sense of self-identity and organizational identification. Therefore, this study examined the correlation between social comparisons and self-identities, and also organizational identifications. The theoretical framework indicated that the higher levels of social comparisons would produce higher self-identities and higher organizational identifications. Through exploring the informations of two calendars, the survey recruited 532 soldiers in basic units of military. The results showed that the different levels of closeness between individual and calendar characters did produce different levels of social comparisons. Also, the higher levels of comparison formed higher levels of organizational identifications. However, the levels of self-identities were not influenced significantly by exposuring to the calendars.
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