The perceived involvement with and usage of western wear by male consumers



Journal Title

Journal ISSN

Volume Title



Involvement theory (Laurent & Kapferer, 1985) predicts level of product involvement influences consumers' information searches and decision processes. Fashion involvement is a predictor of fashion buying behavior and attitudes. Today, western wear has moved from earlier functions of utility, convenience, and protection to a combination of these with fashion. The purpose of the study was to assess the perceived level of involvement and usage of western wear by male consumers. Adult males (n = 402) attending a livestock show/rodeo comprised the sample. A majority of the respondents were married (61.3%) with a mean age of 38.8. Participants (63.8%) indicated having resided in a rural location. The occupation of "working cowboy" represented 19.4% of the sample. The instrument included: Personal Involvement Inventory (Zaichkowsky, 1984), to measure involvement with boots, hat, shirt, and belt; Western Wear Product Involvement scale (Traylor & Joseph, 1984), to measure western wear involvement; and Western Wear Usage scale, to measure usage of 10 western wear items. Additional questions addressed demographic and psychographic characteristics. Following a pilot study with 64 males, the sample group was surveyed. The researcher approached potential participants in the commercial exhibit area and requested completion of the questionnaire using a mall-intercept personal survey method. Questionnaires were completed and returned before leaving the area. A nonresponse rate of 7% was recorded for males declining participation. Hypotheses were analyzed by two-way ANOVA and MANOVA. Three two-way ANOVA interactions were found significant. With residency and age as independent variables and Personal Involvement Inventory (PII) composite score as the dependent variable, the effect of residency on the PII score depended on age of the subjects. (Rural subjects, 30-40 years old, had a higher PII.) When independent variables were western wear usage and who selected clothing, with PII as the dependent variable, the effect of usage on the PII score depended on who selected the male consumer's clothing. (Frequent users selecting their own clothing had a higher PII.) With western wear usage and perceived quality cues as independent variables and percentage of lifetime western wear worn as the dependent variable, the effect of usage on lifetime worn depended upon quality cues selected. (Frequent users selecting country where manufactured, care, fabric, and brand name '"'ues had '/.'om v/estern v.'sar a "reater t^^rcentsge of tihsir lifetime.) The MANOVA indicated residency had a greater effect on rural subjects in determining the importance level of comfort, occupation, image, fit, heritage, and leisure activities as reasons to dress in western wear. An understanding of consumer involvement with western wear and psychographic dimensions of that market segment will benefit both manufacturer and retailer in developing effective advertising, promotional activities, and marketing strategies. This study delineates more clearly the male market segment in regard to western wear apparel.



Male consumers -- Attitudes, Clothing and dress, Cowboys