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 July 25, 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 July 25, 2014).

Share This




More Science & Society News

Friday, July 25, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Mobile App Gives Tour of Battle of Atlanta Sites

Mobile App Gives Tour of Battle of Atlanta Sites

AP (July 25, 2014) Emory University's Center for Digital Scholarship has launched a self-guided mobile tour app to coincide with the 150th anniversary of the Civil War's Battle of Atlanta. (July 25) Video provided by AP
Powered by NewsLook.com
Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

AFP (July 24, 2014) A so-called drugs rehab 'clinic' is closed down in Pakistan after police find scores of ‘patients’ chained up alleging serial abuse. Duration 03:05 Video provided by AFP
Powered by NewsLook.com
Too Few Teens Receiving HPV Vaccination, CDC Says

Too Few Teens Receiving HPV Vaccination, CDC Says

Newsy (July 24, 2014) The Centers for Disease Control and Prevention is blaming doctors for the low number of children being vaccinated for HPV. Video provided by Newsy
Powered by NewsLook.com
New Painkiller Designed To Discourage Abuse: Will It Work?

New Painkiller Designed To Discourage Abuse: Will It Work?

Newsy (July 24, 2014) The FDA approved Targiniq ER on Wednesday, a painkiller designed to keep users from abusing it. Like any new medication, however, it has doubters. Video provided by Newsy
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