Flemington, NJ, October 22, 2007 -- A new national survey of 904 Americans revealed that men who wear bow ties are perceived as older, fidgety, dull, and more ‘scientific’ and ‘a little weird.’
 
The study was conducted by HCD Research, using its mediacurves.com web site, during October 5-16, to obtain Americans’ views on men who wear bow ties, vs. neckties or no ties.

Participants were divided into three groups.  Members of each group were asked to view only one of three separate photos of a faceless male figure sporting a bow tie, necktie and no tie at all. Then, based only on the photo, they were asked a series of demographic and personal questions about that man

This study concentrates on the bow tie wearer vs. the others—a man wearing a necktie or no tie.

More people viewing the bow tie photo thought that the man (compared with others) was:

1. Older
2. A Republican
3. A store clerk
4. Smart and brainy
5. Dull and rigid

Fewer participants thought the bow tie wearer was:

1. Strong
2. Smooth
3. A leader

Would people like to have this bow tie man around? Not as much as the other men.  Fewer people would want the bow tie wearer in the neighborhood, as a friend, or in the family.  In fact, based only on the faceless photo, more people would want to stay away from the bow tie man and fewer might like him.

Finally, many responders (39%), noted that they view the man in the bow tie as “a little weird”, compared with only 6% viewing the man either in a necktie or no tie.

Women were a little more charitable to the bow tie wearer but not much more than male responders.
                                           
Many important people have worn bow ties: Arthur Schlesinger (the historian and friend of presidents), President Truman (a quiet and powerful figure), and Rev. Louis Farrakhan (a powerful and controversial person).  Fictional people have worn them, too: Pee-wee Herman, Barney Fife, and Eddie Murphy as the obese nutty professor.  Those fictional figures were either ‘strange’ or ineffectual.  It appears from this study that the stereotypes of weirdness pushed by fictional people have more weight than those of the powerful real people.  Or do the fictional people just build on what Americans already think about bow tie wearers?

For detailed information on this study, including more numbers, please go to www.mediacurves.com The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements. 

HCD Research specializes in conducting communications research for the pharmaceutical, food and beverage, financial and entertainment industries, among others.
Headquartered in Flemington, NJ, the company's services include traditional and web-based communications research.  For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. 

Editors/Reporters: For more information on the study, or to speak with Arthur Kover, consulting director, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).