This article explores the morale of the troops of British VIII Corps on Gallipoli in 1915-16, using Anthony King’s recent work on combat motivation in infantry platoons as a tool of analysis. King, partially rehabilitating the controversial work of S.L.A. Marshall, argues that left to themselves, the citizen armies of the early twentieth century tended to passivity. Officers resorted to a range of strategies to overcome this ‘Marshall Effect’, including appeals to patriotism and masculinity, mass tactics, and heroic leadership. It is contended that King’s model works well when applied to this case study – such methods were indeed employed by officers of VIII Corps - but the jury is out on its wider applicability, pending detailed case studi...