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Re: How do you know their intention Posted by EGD [Email]  (#663) [Profile/Gallery]
(more from EGD) on Tue, 31 Mar 2015 09:49:20
In Reply to: How do you know their intention, AeroEd, Mon, 30 Mar 2015 18:46:23 Members do not see ads below this line. - Help Keep This Site Online - Signup |
It's an opinion based on my personal experience, interactions with co-workers who own hybrid and electric vehicles, and a few semesters worth of consumer behavior classwork over 20 years ago.
Cars are in many cases the second largest purchase consumers make except for a house and many use the vehicle they drive to make a statement (generic Camry owners notwithstanding). Car companies bank on self-image and self-validation to market their products.
View most any pick up truck ad and look at the image they're trying to project for buyers of their product: you're masculine, hard working, tough, and a no nonsense kind of man. The voice overs reflect that as they're almost always some form of Out West-type accent voice (think Sam Elliot, for example). The same imagery in the ad will not work if a voice over from a high-pitched young woman is used instead because most buyers of that vehicle would laugh at the product instead of thinking that that vehicle represents me.
In any event, buyers of hybrids and, now, electric vehicles are pretty much cut from the same cloth behavior-wise except that their slef-validation purchase triggers are related to saving the planet, doing good (as they define it in themselves), and being better than the person who didn't make the same purchase as themselves.
There are dozens of papers out there but search for one from UC Davis' Institute of Transportation Studies in 2005, 'Effects of Vehicle Image in Gasoline-Hybrid Electric Vehicles' by Heffner, Kurani, and Turrentine.
, Mon, 4 May 2015 19:33:03
, Mon, 30 Mar 2015 22:18:36
, Tue, 31 Mar 2015 08:11:56, Tue, 31 Mar 2015 13:09:15, Tue, 31 Mar 2015 16:15:35, Tue, 31 Mar 2015 18:04:48
, Wed, 1 Apr 2015 07:11:51, Wed, 1 Apr 2015 11:50:53, Wed, 1 Apr 2015 11:01:05, Wed, 1 Apr 2015 06:47:37, Wed, 1 Apr 2015 11:04:30, Mon, 30 Mar 2015 09:42:33, Mon, 30 Mar 2015 13:22:37, Tue, 31 Mar 2015 09:49:20 <-- Viewing This Message, Tue, 31 Mar 2015 16:29:32, Wed, 1 Apr 2015 08:57:39
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