Hummer drivers are pro-America, not anti-Earth

Study shows sense of moral superiority

In the latest Journal of Consumer Research, scientists from Canada, the U.S. and Austria reveal that American drivers of Hummer vehicles believe they are protecting the American ideals of freedom, the “rugged individual” and the “boundless frontier.” That these drivers take such a high moral ground is at odds with the popular critiques by dissenters who say Hummers are bad for the environment, unnecessary and social nuisances. The more Hummer drivers are condemned, the greater their sense of moral superiority. The researchers conclude that being under attack is viewed as an “historically established feature of being an American,” and that antagonism “readily inspired Hummer owners to adopt the role of the moral protagonist who defends American national ideals.”


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