An exploration of American male consumers' necktie preferences: a country-of-origin ethnocentrism and self-image congruence perspective

As manufacturing of products and the search for consumers become increasingly global, market research takes on greater interest to identify the critical roles of COO and self-concept in the formation of consumers' purchase intentions and consumption behavior. This study synthesizes information from prior behavior studies pertinent to consumer behavior. Three constructs, ethnocentrism, self-concept, and symbolic interaction, were investigated. The purpose of this research was to empirically examine whether a predictive relationship exists between the correlation of American male consumer's ethnocentrism and self-concept and necktie preferences for business encounters.

Data were obtained from a random sample consisting of 124 males employed in professional positions in law, ministry, and real estate in Lubbock, Texas, yielding a response rate of 38.4%. An instrument was constructed to obtain information regarding respondents' (a) self-concept, (b) necktie purchase and consumption patterns, (c) attitudes toward buying American-made products, and (d) sociodemographic characteristics. The self-administered mail questionnaire used in the study included semantic differential bipolar image descriptors, photographic apparel stimulus material, Likert-type categorical items, and open-ended statements. Statistical procedures employed to analyze data were correlation coefficients and multiple regression.

Ethnocentrism was measured by the Consumer Ethnocentric Tendency Scale (CETSCALE). Results revealed a significant positive relationship between age and ethnocentrism. Three style dimensions (conservative, contemporary, casual) were utilized in assessing actual and ideal self-concept and clothing image. No significant correlation was found between personal image and sociodemographics. Ten product attributes (6 intrinsic and 4 extrinsic) comprised the measure for quality in the evaluation of neckties. As to product attributes deemed important in the purchase of neckties for business wear, versatility and price were negatively related to ethnocentrism but positively related to casual personal image. Latest fashion and surface design were found to be negatively related to conservative personal image. No relationship was evidenced between product attributes and contemporary personal image. Conservative ideal congruity was a significant predictor of purchase intention. No influence was found to exist between image congruity and the number of neckties purchased.

In conclusion, COO; composed of Italy, Korea, and United States; and ethnocentrism were was not found to be relevant factors in the purchase and consumption of neckties. Findings suggests a forecasting role for self-concept, product attributes, and product image congruence in the consumer decision-making process in regard to neckties purchase for business related activities. Additional research is needed in developing a more reliable and valid measure of self-concept, such as a direct psychological measure rather than the indirect mathematical discrepancy measure employed in the present investigation.