US study claims Hummer owners choose the car beacuse of its high emissions and fuel consumption
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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Comments
3

28 September 2009

This sounds about right. To be honest, i hate being told what i should drive, and although i dont want a Hummer, or to pay any more Tax to the government, i do believe we should be allowed to drive what we want, be it a Hummer or a Prius. Variety is great.

28 September 2009

I agree completely. I also hate being told what I should drive. I also hate what sort of weapon for self defenceI should own. I have a gun now but maybe I should move to a step further ...

PS. Americans selected Bush Jr. ... Twice. Smart people.

28 September 2009

[quote Autocar]“As we studied American Hummer owners and their ideological beliefs[/quote]

and how much did you get paid for that 5 minutes of work?

Will these ideological-belief holding Yankee patriots with swelling chests of national fervour still feel the same when the company's owned by the Chinese? Hummer roll-call: 'Desert Storm '91, Fallujah '05, Beijing 2010.

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