Will GM Sell Their Hummer Division to China?

Quoted: Nevertheless, the Hummer brand has retained a certain appeal, according to a new study in the Journal of Consumer Research by Marius K. Luedicke from the University of Innsbruck, Austria, Craig J. Thompson of the University of Wisconsin and Markus Giesler of York University in Toronto. “Hummer drivers believe they are defending Americaâ??s frontier lifestyle against anti-American critics,” the study notes, adding that Hummer owners employ the ideology of American foundational myths, such as the “rugged individual,” and the “boundless frontier.”