> > How does industry research determine who is antisocial and paranoid?
>
> You know, psychographic profiles of the sort that market researchers
> use. I've got the book here in some pile or other.
<http://www.alternet.org/story/14839/>
Bumper Mentality
By Stephanie Mencimer, Washington Monthly. Posted December 20, 2002.
A new book says the SUV is the car of choice for the nation's most self-centered people -- and the bigger the SUV, the more of a jerk its driver is likely to be.
Have you ever wondered why sport utility vehicle drivers seem like such assholes? Surely it's no coincidence that Terry McAuliffe, chairman of the Democratic National Committee, tours Washington in one of the biggest SUVs on the market, the Cadillac Escalade, or that Jesse Ventura loves the Lincoln Navigator.
Well, according to New York Times reporter Keith Bradsher's new book, "High and Mighty," the connection between the two isn't a coincidence. Unlike any other vehicle before it, the SUV is the car of choice for the nation's most self-centered people; and the bigger the SUV, the more of a jerk its driver is likely to be.
According to market research conducted by the country's leading automakers, Bradsher reports, SUV buyers tend to be "insecure and vain. They are frequently nervous about their marriages and uncomfortable about parenthood. They often lack confidence in their driving skills. Above all, they are apt to be self-centered and self-absorbed, with little interest in their neighbors and communities. They are more restless, more sybaritic, and less social than most Americans are. They tend to like fine restaurants a lot more than off-road driving, seldom go to church and have limited interest in doing volunteer work to help others."
He says, too, that SUV drivers generally don't care about anyone else's kids but their own, are very concerned with how other people see them rather than with what's practical, and they tend to want to control or have control over the people around them. David Bostwick, Chrysler's market research director, tells Bradsher, "If you have a sport utility, you can have the smoked windows, put the children in the back and pretend you're still single."
Armed with such research, automakers have, over the past decade, ramped up their SUV designs to appeal even more to the "reptilian" instincts of the many Americans who are attracted to SUVs not because of their perceived safety, but for their obvious aggressiveness. Automakers have intentionally designed the latest models to resemble ferocious animals. The Dodge Durango, for instance, was built to resemble a savage jungle cat, with vertical bars across the grille to represent teeth and big jaw-like fenders. Bradsher quotes a former Ford market researcher who says the SUV craze is "about not letting anything get in your way, and at the extreme, about intimidating others to get out of your way."
Not surprisingly, most SUV customers over the past decade hail from a group that is the embodiment of American narcissism: baby boomers. Affluent and often socially liberal, baby boomers have embraced the four-wheel-drive SUV as a symbol of their ability to defy the conventions of old age, of their independence and "outdoorsiness," making the off-road vehicle a force to be reckoned with on the American blacktop.
But as Bradsher declares in his title, this baby boomer fetish is considerably more harmful than the mere annoyance of yet another Rolling Stones tour or the endless commercials for Propecia. In their attempt to appear youthful and hip, SUV owners have filled the American highways with vehicles that exact a distinctly human cost, frequently killing innocent drivers who would have survived a collision with a lesser vehicle. Bradsher quotes auto execs who concede that the self-centered lifestyle of SUV buyers is apparent in "their willingness to endanger other motorists so as to achieve small improvements in their personal safety."
After covering the auto industry for six years, Bradsher is an unabashed critic of sport-utility vehicles and the automakers that continue to churn them out knowing full well the dangers they pose. He doesn't equivocate in his feeling that driving an SUV is a deeply immoral act that places the driver's own ego above the health and safety of those around him, not to mention the health of the environment. Ironically, and though most supposedly safety-conscious owners don't realize it, SUVs even imperil those who drive them.
Road Rodeo
Ask a typical SUV driver why he drives such a formidable vehicle, and he'll invariably insist that it's for safety reasons -- the kids, you know -- not because he's too vain to get behind the wheel of a sissy Ford Windstar. Automakers themselves know otherwise -- their own market research tells them so. [...]
-- Andy