• Sep 25th 2009 at 3:29PM
  • Add
There probably isn't any one passenger vehicle on earth that earns more ire from environmentalists than the Hummer H2. While the reality of the matter is that most Hummers aren't really much worse when it comes to fuel mileage and overall emissions than any other giant SUV (most civilian Hummers are, in fact, based largely on truck platforms from General Motors) the brand has seemingly been made into the poster child of American excess.

Interestingly, however, according to a small study of 20 Hummer owners published in the Journal of Consumer Research, that stigma may actually be a selling point for those who purchase Hummers. According to the authors of the study:
As we studied American Hummer owners and their ideological beliefs, we found that they consider Hummer driving a highly moral consumption choice. For Hummer owners it is possible to claim the moral high ground... The moralistic critique of their consumption choices readily inspired Hummer owners to adopt the role of the moral protagonist who defends American national ideals.
It's hard to argue that this report offers a conclusive look into the minds of Hummer owners and Hummer haters alike – especially when the sample size is so small – and we doubt it's going to put an end to the debate over the seemingly conflicting rights of Americans to purchase the vehicle of their choice, consume or conserve whatever resources they deem necessary and breathe clean air. That said, it's an interesting bit of research, no?

[Source: Journal of Consumer Research - sub. req'd; via Wired]

I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.

    • 1 Second Ago
  • 2015 Toyota Highlander
    MSRP: $29,765 - $44,140
    2015 Honda Accord
    MSRP: $22,105 - $33,630
    2015 Toyota Corolla
    MSRP: $16,950 - $22,955
    2015 Mazda Mazda3
    MSRP: $16,945 - $25,545
    2015 Jeep Grand Cherokee
    MSRP: $29,995 - $64,895
    Share This Photo X