For the study, researchers wired up participants and had them perform a number of entertaining activities to capture moments of peak thrills, or "buzz moments." They then measured their emotions while shopping, dining, dancing, watching sports, watching "Game of Thrones," enjoying a passionate kiss, riding a roller coaster and commuting in a sports car. The cars used for the study were a Ford Focus RS, Focus ST and, of course, a Mustang.
"The results were quite interesting," said psychologist Dr. Harry Witchel. "Ultimately, what we found is that, as you would expect, riding a roller coaster does provide the most concentrated form of buzz moments, but that driving a performance car is the most reliable and the most accessible way of getting these moments."
During the various activities, the average number of "high-intensity buzz moments" a participant experienced were as follows:
- Roller Coaster: 3
- Driving: 2.1
- Shopping: 1.7
- "Game of Thrones": 1.5
- Football Game: 1.5
- Kissing: 0
- Salsa Dancing: 0
- Dining: 0
Ford says it's studying ways to allows its cars to better respond to driver emotions, which seems to be a growing trend in the automotive industry. "We think driving should be an enjoyable, emotional experience," said Ford research scientist Dr. Marcel Mathissen. "The driver-state research Ford and its partners are undertaking is helping to lead us towards safer roads and — importantly — healthier driving." This buzz moment experiment from Ford experiment demonstrates that driving a performance car can be integral in one's "daily well-being routine." Can't say we disagree.