Featured Research

from universities, journals, and other organizations

Hummer Owners Claim Moral High Ground To Excuse Overconsumption, Study Finds

Date:
September 25, 2009
Source:
University of Chicago Press Journals
Summary:
Hummer drivers believe they are defending America's frontier lifestyle against anti-American critics, according to a new study.

Hummer drivers believe they are defending America's frontier lifestyle against anti-American critics, according to a new study in the Journal of Consumer Research.

Authors Marius K. Luedicke (University of Innsbruck, Austria), Craig J. Thompson (University of Wisconsin–Madison), and Markus Giesler (York University, Toronto) researched attitudes toward owning and driving Hummers, which have become symbols to many of American greed and wastefulness.

The researchers first investigated anti-consumption sentiments expressed by people who oppose chains like Starbucks and believe they are making a moral choice by shunning consumerism. To these critics, Hummers represent the ills of contemporary society. As one extreme example, on a website, people have posted thousands of photographs of middle fingers directed at Hummer vehicles.

They investigated various Internet expressions of anti-Hummer sentiment, but they were equally interested in the ways Hummer owners framed themselves as "moral protagonists" in the ongoing debate over consumer values. They conducted in-depth interviews with twenty U.S.-born and raised Hummer owners and found among these consumers an equally strong current of moralism.

"As we studied American Hummer owners and their ideological beliefs, we found that they consider Hummer driving a highly moral consumption choice," write the authors. "For Hummer owners it is possible to claim the moral high ground."

The authors explain that Hummer owners employ the ideology of American foundational myths, such as the "rugged individual," and the "boundless frontier" to construct themselves as moral protagonists. They often believe they represent a bastion again anti-American discourses evoked by their critics.

"Our analysis of the underlying American identity discourses revealed that being under siege by (moral) critics is an historically established feature of being an American," write the authors. "The moralistic critique of their consumption choices readily inspired Hummer owners to adopt the role of the moral protagonist who defends American national ideals."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Marius K. Luedicke, Craig J. Thompson, and Markus Giesler. Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand- Mediated Moral Conflict. Journal of Consumer Research, April 2010 (published online September 18, 2009)

Cite This Page:

University of Chicago Press Journals. "Hummer Owners Claim Moral High Ground To Excuse Overconsumption, Study Finds." ScienceDaily. ScienceDaily, 25 September 2009. <www.sciencedaily.com/releases/2009/09/090921162156.htm>.
University of Chicago Press Journals. (2009, September 25). Hummer Owners Claim Moral High Ground To Excuse Overconsumption, Study Finds. ScienceDaily. Retrieved April 24, 2014 from www.sciencedaily.com/releases/2009/09/090921162156.htm
University of Chicago Press Journals. "Hummer Owners Claim Moral High Ground To Excuse Overconsumption, Study Finds." ScienceDaily. www.sciencedaily.com/releases/2009/09/090921162156.htm (accessed April 24, 2014).

Share This



More Science & Society News

Thursday, April 24, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

UN Joint Mission Starts Removing Landmines in Cyprus

UN Joint Mission Starts Removing Landmines in Cyprus

AFP (Apr. 23, 2014) The UN mission in Cyprus (UNFICYP) led a mine clearance demonstration on Wednesday in the UN-controlled buffer zone where demining operations are being conducted near the Cypriot village of Mammari. Duration: 01:00 Video provided by AFP
Powered by NewsLook.com
Air Force: $4.2B Saved from Grounding A-10s

Air Force: $4.2B Saved from Grounding A-10s

AP (Apr. 23, 2014) Speaking about the future of the United States Air Force, Chief of Staff Gen. Mark Welsh says the choice to divest the A-10 fleet was logical and least impactful. (April 23) Video provided by AP
Powered by NewsLook.com
Nuclear-Level Asteroids Might Be More Common Than We Realize

Nuclear-Level Asteroids Might Be More Common Than We Realize

Newsy (Apr. 23, 2014) The B612 Foundation says asteroids strike Earth much more often than previously thought, and are hoping to build an early warning system. Video provided by Newsy
Powered by NewsLook.com
High Court to Hear Dispute of TV Over Internet

High Court to Hear Dispute of TV Over Internet

AP (Apr. 22, 2014) The future of Aereo, an online service that provides over-the-air TV channels, hinges on a battle with broadcasters that goes before the U.S. Supreme Court on Tuesday. (April 22) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins