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.

Related Articles


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 January 25, 2015 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 January 25, 2015).

Share This


More From ScienceDaily



More Science & Society News

Sunday, January 25, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Florida Might Legalize Black Bear Hunting

Florida Might Legalize Black Bear Hunting

Newsy (Jan. 24, 2015) — A string of black bear attacks has Florida officials considering lifting the ban on hunting the animals to control their population. Video provided by Newsy
Powered by NewsLook.com
Disneyland Measles Outbreak Spreads To 5 States

Disneyland Measles Outbreak Spreads To 5 States

Newsy (Jan. 24, 2015) — Much of the Disneyland measles outbreak is being blamed on the anti-vaccination movement. The CDC encourages just about everyone get immunized. Video provided by Newsy
Powered by NewsLook.com
Tim Cook Made 8 Times Less Than Another Apple Exec In 2014

Tim Cook Made 8 Times Less Than Another Apple Exec In 2014

Newsy (Jan. 23, 2015) — Tim Cook&apos;s total compensation more than doubled in 2014 to $9.2 million, but his pay was still less than four other Apple executives. Video provided by Newsy
Powered by NewsLook.com
Dramatic Footage Shows Coast Guard Rescue Off Scottish Coast

Dramatic Footage Shows Coast Guard Rescue Off Scottish Coast

Reuters - News Video Online (Jan. 23, 2015) — Footage just released by the UK Coast Guard shows a dramatic helicopter rescue off the Scottish coast, where five men were plucked to safety after their fishing boat sank on Saturday. Rough Cut (no reporter narration). Video provided by Reuters
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:

Strange & Offbeat Stories

 

Science & Society

Business & Industry

Education & Learning

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