Minding morale of institutional markets.

Abstract

The definition of the term SOCIAL LIFE FEELING is offered to denote or connote a sentiment about the social world or an affect-state that comes from socializing in that world. A review of the literature in SOCIOLOGY indicates that there is an abundance of predilection among sociologists in measuring and assessing How People Feel About Society and Their Place in Society. The selection of TWELVE SOCIAL LIFE FEELING SCALES developed by Karl F. Schuessler is based on their established reliability, their ease of use, and their embodiment in covering concepts pertaining to both a person's outlook on society (cynical, pessimistic, fatalistic) and his or her frame of mind in society (demoralized, estranged, alienated). The present report is based on SLFS11 or FEELINGS OF DEMORALIZATION in Urban and Rural settings. This scale gives the subjects an opportunity to express whether they are marking time, finding it difficult to be optimistic, surmising the world as too complicated, viewing their physical condition to be good, or taking pleasure in their achievements, and so and so forth. A random sample of 398 students drawn from an urban and a rural campus was personally administered a questionnaire included in Appendix A. The data so obtained were subjected to statistical analyses through MINITAB software. High scores present a view of self as useless, helpless, aimless; low scores on the other hand, rules out such an admission of self as useless. It appears that this scale comes closest to approximating the concept of morale and its denotation of demoralization and despair. Persons of high morale have high hopes and great expectations and intend to persevere. Persons of low morale have little hope in their efforts being counted and would presumably stop trying. It is important to note that the items in this scale have principally determined the morale of older people. In this study we have attempted to find its utility in investigating undergraduate students representing the backbone of the American Society. From an empiricist's perspective, the MEAN scores for intergroup comparisons ANALYSIS OF VARIANCE for intragroup comparisons have been provided. Marketing implications of and the strategy development for the findings have been advanced.