There’s a stigma attached to Hummer owners due to the vehicle’s high emissions and fuel consumption. However, according to the Journal of Consumer Research, this is mostly why people buy these cars.
The group asked a selection of 20 Hummer owners why they bought the large SUV and it was found most buyers were attracted to the macho US image the car portrays. While many believe that Hummer owners are seemingly unaware of the implication of their choice, the opposite is true. The report said that the owners find driving a Hummer “a highly moral consumption choice.” In reality, Hummers are claiming the moral high ground and think of themselves as the moral protagonist who “defends American national ideals.”
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