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Hummer owners view themselves as morally upright Jeremy Hance mongabay.com September 22, 2009 Based off the American military's vehicle Hum-vee, which is meant to be driven in combat zones, many are perplexed as to why anyone would choose to drive what is essentially a military design through American suburbs, especially considering that the vehicle gets around 9-16 miles per gallon. However, a new study shows that Hummer owners believe that they in fact possess the 'moral highground'. In a study published in the Journal of Consumer Research, scientists conducted interviews with twenty Hummer owners. "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." According to the study, Hummer owners see themselves as upholding American foundational myths, like the "rugged individual" and "boundless frontier". To them they represent a heroic bastion against the 'anti-American' attitudes they view in 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," the authors explain in their paper. "The moralistic critique of their consumption choices readily inspired Hummer owners to adopt the role of the moral protagonist who defends American national ideals." Citation: 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). Related articles Obama to increase fuel economy standard to 35 mpg by 2016 (05/18/2009) The Obama administration will direct the Environmental Protection Agency (EPA) and the Department of Transportation to raise fuel economy standards of automobiles to 35 miles per gallon by 2016, four years earlier than required under current federal law, reports the Wall Street Journal. The move is part of the administration's effort to reduce greenhouse gas emissions. Transportation accounts for nearly one third of U.S. carbon dioxide emissions. Obama pushes for better mileage standards (01/27/2009) President Obama has moved to allow states set automobile emission rules, opening the door for more fuel efficient vehicles. Monday Obama signed a memorandum requiring the Environmental Protection Agency (EPA) to reconsider California's application to set tighter auto emissions and fuel efficiency standards than required under federal law. Should the waiver be granted, automakers would be forced to sell more fuel efficient vehicles if they want to do business in the state. American demand for gas, big cars begins to wane (03/03/2008) With crude oil today setting an inflation-adjusted record high, the Wall Street Journal reports that Americans are cutting back on gasoline consumption.
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