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Hummer buyers 'like its poor image'
28 September 2009
The high emissions and fuel consumption of Hummers is a main reason why people buy them, according to research from the US.
The Journal of Consumer Research asked a small selection of 20 Hummer owners why they purchased the large SUV and it was found most buyers were attracted to the macho US image the car portrays.
“As we studied American Hummer owners and their ideological beliefs, we found that they consider Hummer driving a highly moral consumption choice,” said the report.
“For Hummer owners it is possible to claim the moral high ground. The moralistic critique of their consumption choices readily inspired Hummer owners to adopt the role of the moral protagonist who defends American national ideals.”
The report claims that the negative stigma attached to Hummer ownership was appealing to buyers who wanted to defend the right of Americans to buy whichever car they wanted, regardless of emissions and image.
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