Navigation Links
Hummer owners claim moral high ground to excuse overconsumption
Date:9/21/2009

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 WisconsinMadison), 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.

They investigated various Internet expressions of anti-Hummer sentiment, but they were equally interested in the ways Hummer owners framed themselves as "moral protagonists" in the ongoing debate over consumer values. They conducted in-depth interviews with twenty U.S.-born and raised Hummer owners and found among these consumers an equally strong current of moralism.

"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."

The authors explain that Hummer owners employ the ideology of American foundational myths, such as the "rugged individual," and the "boundless frontier" to construct themselves as moral protagonists. They often believe they represent a bastion again anti-American discourses evoked by their critics.

"Our analysis of the underlying American identity discourses revealed that being under siege by (moral) critics is an historically established feature of
'/>"/>

Contact: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

Page: 1 2

Related biology news :

1. Stem cell research to benefit horse owners and trainers
2. Dog owners more likely to share germs with pets by not washing hands than by sleeping with dog
3. Non-toxic hull coating resists barnacles, may save ship owners millions
4. Nontoxic hull coating resists barnacles, may save ship owners millions
5. Comet probes reveal evidence of origin of life, scientists claim
6. Claims of sex-related differences in genetic association studies often not properly validated
7. Oatmeals health claims strongly reaffirmed, science shows
8. US Patent Office rejects companys claim for bean commonly grown by Latin American farmers
9. Previous claims of siRNA therapeutic effects called into question by report in human gene therapy
10. NTU undergrad is first Singapore champion of an internationally acclaimed engineering competition
11. Internationally acclaimed researcher joins UH faculty thanks to $5.5 million grant
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:8/12/2015)... --  MedNet Solutions , an innovative SaaS-based eClinical technology ... is proud to announce that iMedNet ... platform, has led the way to significant and unprecedented ...   Q2 2015 and Q1 2015 were, respectively, the ... sold in the company,s 15 year history.  In addition, ...
(Date:8/11/2015)... Today, ZUK announced its Android smartphone Z1, featuring FPC,s ... in 2015 that relate to sales of FPC1155 for this smartphone ... MSEK for 2015. Jörgen Lantto, CEO of FPC, comments: ... smartphone manufacturer in China and we are ... for Z1 , its ...
(Date:8/6/2015)... , August 6, 2015 ... (SMI) shows the world,s first Eye Tracking Integration ... Moverio BT-200 see-through head mounted display and on SMI,s ... quality and efficiency is brought to personalized visualization and ... first time, professionals and researchers can integrate gaze, and ...
Breaking Biology News(10 mins):MedNet Solutions Experiences Explosive Corporate Growth 2FPC's Touch Fingerprint Sensor FPC1155 in ZUK's Smartphone Z1 2SMI Shows First Eye Tracking Upgrade for Augmented Reality Glasses 2SMI Shows First Eye Tracking Upgrade for Augmented Reality Glasses 3
... LAS VEGAS , Oct. 7, 2013 ValidSoft, ... and transaction verification solutions, and a wholly owned subsidiary ... integrated its secure mobile commerce technology with Spindle,s new ... the Money2020 ( www.money2020.com ) conference being held from ...
... SAN DIEGO , Oct. 9, 2013  Biocom, the association ... community, today announced the endorsement of Nathan Fletcher ... . (Logo: http://photos.prnewswire.com/prnh/20130228/LA69104LOGO ) "A ... of the three major candidates.  Although all three would be ...
... SAN DIEGO , Oct. 14, 2013 Trovagene, ... cell-free molecular diagnostics, announced today that two abstracts (#B175 ... novel, non-invasive cancer mutation monitoring platform will be presented ... on Molecular Targets and Cancer Therapeutics in ...
Cached Biology News:ValidSoft and Spindle to Demo New Mobile Commerce Ecosystem at Money2020 2ValidSoft and Spindle to Demo New Mobile Commerce Ecosystem at Money2020 3ValidSoft and Spindle to Demo New Mobile Commerce Ecosystem at Money2020 4ValidSoft and Spindle to Demo New Mobile Commerce Ecosystem at Money2020 5Biocom Announces 2013 San Diego Mayoral Primary Endorsement 2Trovagene Announces Abstracts to be Presented at Molecular Targets and Cancer Therapeutics Conference 2Trovagene Announces Abstracts to be Presented at Molecular Targets and Cancer Therapeutics Conference 3
(Date:8/27/2015)... Fla. , Aug. 27, 2015 The ... that a patient,s eyes—and life—were saved by doctors at ... , working with NNFF, NovaBay Pharmaceuticals and Dr. ... Care Center at Seton Medical Center in ... successful treatment used a breakthrough approach, pioneered by Dr. ...
(Date:8/27/2015)... ... August 27, 2015 , ... Inc. Magazine released its annual list of the ... 1,361 in growth for the three years through 2014. Being named to the Inc. ... organizations in the country. , “We are thrilled to make the Inc. 5000 ...
(Date:8/26/2015)... - iCo Therapeutics ("iCo" or "the Company") (TSX-V: ICO) ... quarter ended June 30, 2015. Amounts, unless specified ... under International Financial Reporting Standards ("IFRS"). ... Oral Amp B program, rapidly advancing towards the ... Rae , President & CEO of iCo Therapeutics. "We ...
(Date:8/26/2015)... Intrexon Corporation (NYSE: XON ), a ... its previously announced public offering of common stock, including ... option to purchase an additional 731,707 shares of common ... share.  The exercise of the underwriters, option brought the ... Intrexon to 5,609,756 shares and increased the total gross ...
Breaking Biology Technology:Patient's Life and Eyes Saved from Gruesome Flesh-Eating Infection Consuming Her Face 2Patient's Life and Eyes Saved from Gruesome Flesh-Eating Infection Consuming Her Face 3iLab Solutions Named to 2015 Inc. 5000 List 2iLab Solutions Named to 2015 Inc. 5000 List 3iCo Therapeutics Announces Second Quarter 2015 Financial Results 2iCo Therapeutics Announces Second Quarter 2015 Financial Results 3Intrexon Announces Closing of $230 Million Public Offering of Common Stock including Full Exercise of Underwriters' Option to Purchase Additional Shares 2Intrexon Announces Closing of $230 Million Public Offering of Common Stock including Full Exercise of Underwriters' Option to Purchase Additional Shares 3Intrexon Announces Closing of $230 Million Public Offering of Common Stock including Full Exercise of Underwriters' Option to Purchase Additional Shares 4
... CRANBURY, N.J., March 7, 2012 Palatin Technologies, Inc. (NYSE ... presenting at the 24th Annual ROTH OC Growth Stock Conference ... The conference will be held at the Ritz Carlton Laguna ... Ph.D., President and Chief Executive Officer of Palatin Technologies, will ...
... LONGNAN CITY, China, March 6, 2012   Apexigen, Inc., ... Biological Pharmaceutical Co., Ltd. (GDBP), which is listed ... they entered into a collaboration to grant an ... APX004 in China.   APX004 is a humanized monoclonal ...
... Drexel University,s Dr. Yury Gogotsi has given the engineering ... the electrodes of supercapacitors the low-cost, lightweight energy ... other applications. In a piece published in the March ... his collaborators from universities in France and England, take ...
Cached Biology Technology:Apexigen and Shanghai Duyiwei Biotechnology Co. Ltd Sign a License and Collaboration Agreement to Develop and Commercialize APX004 2Apexigen and Shanghai Duyiwei Biotechnology Co. Ltd Sign a License and Collaboration Agreement to Develop and Commercialize APX004 3Drexel's Gogotsi and team advance understanding of energy storage mechanisms in Nature Materials 2
Request Info...
... FLA-7000 excels at fluorescent and radioisotopic image ... features four easy-to-access filters (filters of Y520, ... Imaging Plates) for upgrading flexibility. In addition, ... four kinds of excitation laser beams. ,The ...
... Labeling Kit generates labeled cDNA for use ... is made via a reverse transcription from ... Unlike other methods, there are no unnatural ... reaction. This unmodified cDNA is then labeled ...
... An easy-to-use solution that enables fully automated ... 400 Hybridization Station has been designed to ... the throughput necessary to perform a wide ... performed in the range 485C; denaturations of ...
Biology Products: