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William J. Pieper is the director of Pieper and Associates, Inc. He received a B.S. from the United States Military Academy and a M.A. from the University of South Carolina.the deceptive impact of an ad (4). The first is belief. A belief is a subjective probability of a relationship existing between two concepts, and forms the basis of attitudes. For example, the copy point, "Brand X detergent cleans clothes," suggests a relationship between Brand X detergent and clean clothes, with the strength of that relationship being reflected in the subjective probability that the relationship is true. Beliefs form the basis of attitude in that an attitude is a function of the sum of the subjective probabilities that certain outcomes will occur (bj) weighted by the evaluation of those outcomes (ej).(While "attributes" should only be used in reference to the product and "outcomes" in reference to its purchase, the terms will be used interchangably to improve readability.) Beliefs may be salient or non-salient. A salient belief (or a belief related to a salient belief) is a belief that affects behavioral intention and behavior. For example, the degree to which a housewife believes that Detergent X cleans clothes is almost certain to affect her buying intention. A non-salient belief does not affect intention. Therefore, the degree to which the housewife believes that Detergent X is made in the U.S.A. is not likely to have an effect on her intention. (Throughout the paper, it is assumed that attitudes, rather than norms, are the primary determinant of intention. The validity of this assumption has no bearing on the findings or the implications of this study.)

Computer-based training (CBT) is contrasted with conventional instruction and actual equipment training for effectiveness, efficiency and user acceptance. Research dealing with military operations and maintenance training from 1 9 7 7 through mid-1984 is emphasized. CBT is at least as effective as actual equipment training, and tends to be more effective than conventional instruction. Recent studies do not report high relative efficiencies for CBT that were found in earlier evaluations.Student acceptance of CBT is relatively high, but instructor acceptance often is not.

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