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 www.fuh2.com, people have posted thousands of photographs of middle fingers directed at Hummer vehicles.
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