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Symbolism In Early Markets For Hybrid Electric Vehicles

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  • Heffner, Reid
  • Kurani, Kenneth S.
  • Turrentine, Thomas S.

Abstract

This study explores the symbolic meanings for hybrid electric vehicles (HEVs) being appropriated and communicated by the vehicles’ owners. As symbolic meanings are shown to be important to HEV purchase and use, understanding both the meanings and the social processes in the construction of these meanings is essential for policy makers and others hoping to promote “green” vehicles. HEVs embody new combinations of meanings in the vehicle market. Many observers who fail to recognize this struggle to explain why some people want HEVs. They may characterize HEV buyers as naïve about calculating payback on fuel economy, or call HEVs “a badge of honor” or status symbol. This research breaks through such simplistic categorizations. Through the telling and analysis of HEV buyers’ own stories this research takes a robust approach to understanding the creation and spread of new meanings and development of markets. Household buyers of the first generation of HEVs told these stories in semi-structured home interviews. Their stories are analyzed by drawing upon semiotics to explore the formation and structure of meanings. In particular, the study explores how widely recognized social (denotative) meanings are connected to more personal (connotative) meanings.

Suggested Citation

  • Heffner, Reid & Kurani, Kenneth S. & Turrentine, Thomas S., 2007. "Symbolism In Early Markets For Hybrid Electric Vehicles," Institute of Transportation Studies, Working Paper Series qt0v04n3rg, Institute of Transportation Studies, UC Davis.
    • Handle: RePEc:cdl:itsdav:qt0v04n3rg
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    References listed on IDEAS

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    1. Calfee, John E., 1985. "Estimating the demand for electric automobiles using fully disaggregated probabilistic choice analysis," Transportation Research Part B: Methodological, Elsevier, vol. 19(4), pages 287-301, August.
    2. Turrentine, Thomas S. & Kurani, Kenneth S., 2007. "Car buyers and fuel economy?," Energy Policy, Elsevier, vol. 35(2), pages 1213-1223, February.
    3. Heffner, Reid R. & Turrentine, Tom & Kurani, Kenneth S, 2006. "A Primer on Automobile Semiotics," Institute of Transportation Studies, Working Paper Series qt3577d04p, Institute of Transportation Studies, UC Davis.
    4. Kurani, Kenneth & Turrentine, Thomas & Sperling, Daniel, 1996. "Testing Electric Vehicle Demand in `Hybrid Households' Using a Reflexive Survey," Institute of Transportation Studies, Working Paper Series qt0sb956wq, Institute of Transportation Studies, UC Davis.
    5. Heffner, Reid R. & Turrentine, Tom & Kurani, Ken, 2006. "A Primer on Automobile Semiotics," Institute of Transportation Studies, Working Paper Series qt3sk436j6, Institute of Transportation Studies, UC Davis.
    6. Becker, Gary S., 1992. "The Economic Way of Looking at Life," Nobel Prize in Economics documents 1992-1, Nobel Prize Committee.
    7. Turrentine, Tom & Kurani, Kenneth S, 2007. "Car buyers and fuel economy?," Institute of Transportation Studies, Working Paper Series qt56x845v4, Institute of Transportation Studies, UC Davis.
    8. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
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    Cited by:

    1. Williams, Brett D, 2010. "Commercializing Light-Duty Plug-In/Plug-Out Hydrogen-Fuel-Cell Vehicles: "Mobile Electricity" Technologies, Early California Household Markets, and Innovation Management," University of California Transportation Center, Working Papers qt15f9495j, University of California Transportation Center.
    2. Hasan, Saiful & Simsekoglu, Özlem, 2020. "The role of psychological factors on vehicle kilometer travelled (VKT) for battery electric vehicle (BEV) users," Research in Transportation Economics, Elsevier, vol. 82(C).
    3. Williams, Brett D & Kurani, Kenneth S, 2007. "Commercializing light-duty plug-in/plug-out hydrogen-fuel-cell vehicles: “Mobile Electricity” technologies and opportunities," Institute of Transportation Studies, Working Paper Series qt34x5p0kn, Institute of Transportation Studies, UC Davis.
    4. Williams, Brett D, 2007. "Commercializing Light-Duty Plug-In/Plug-Out Hydrogen-Fuel-Cell Vehicles:“Mobile Electricity” Technologies, Early California Household Markets, and Innovation Management," Institute of Transportation Studies, Working Paper Series qt16k010cq, Institute of Transportation Studies, UC Davis.
    5. Williams, Brett D, 2007. "Commercializing Light-Duty Plug-In/Plug-Out Hydrogen-Fuel-Cell Vehicles:“Mobile Electricity” Technologies, Early California Household Markets, and Innovation Management," Institute of Transportation Studies, Working Paper Series qt4kv151dp, Institute of Transportation Studies, UC Davis.
    6. Turrentine, Tom & Garas, Dahlia & Lentz, Andy & Woodjack, Justin, 2011. "The UC Davis MINI E Consumer Study," Institute of Transportation Studies, Working Paper Series qt15g9v24c, Institute of Transportation Studies, UC Davis.

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