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Symbolism in California’s Early Market for Hybrid Electric Vehicles

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  • Heffner, Reid R.
  • Kurani, Kenneth S
  • Turrentine, Tom

Abstract

This study explores the symbolic meanings being created, appropriated, and communicated by the owners of hybrid electric vehicles. As symbolic meanings are shown to be important to hybrid electric vehicle purchase and use, understanding the meanings, as well as their construction and communication, is essential for policy makers and others hoping to promote these new types of vehicles. Hybrid electric vehicles embody combinations of meanings that were previously unavailable from automobiles. Market observers who fail to recognize this struggle to explain why some people buy hybrid electric vehicles. They may characterize buyers as naı ¨ve about calculating payback on fuel economy, or dismiss owners as image-seeking environmentalists. This research belies such simplistic explanations. Through the telling and analysis of buyers’ own stories, this study takes a robust approach to understanding the creation and spread of new symbolic meanings in the automotive market. Data were collected in ethnographic interviews with hybrid electric vehicle owners in the California, and analyzed using methods based on semiotic theory. In particular, the study explores how widely recognized social meanings (denotations) are connected to more personal meanings (connotations) and the effect that both types of meanings have on vehicle purchase and use.

Suggested Citation

  • Heffner, Reid R. & Kurani, Kenneth S & Turrentine, Tom, 2008. "Symbolism in California’s Early Market for Hybrid Electric Vehicles," Institute of Transportation Studies, Working Paper Series qt9zt4g01t, Institute of Transportation Studies, UC Davis.
    • Handle: RePEc:cdl:itsdav:qt9zt4g01t
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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. Sirgy, M. Joseph, 1985. "Using self-congruity and ideal congruity to predict purchase motivation," Journal of Business Research, Elsevier, vol. 13(3), pages 195-206, June.
    4. 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.
    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. Bunch, David S. & Bradley, Mark & Golob, Thomas F. & Kitamura, Ryuichi & Occhiuzzo, Gareth P., 1993. "Demand for clean-fuel vehicles in California: A discrete-choice stated preference pilot project," Transportation Research Part A: Policy and Practice, Elsevier, vol. 27(3), pages 237-253, May.
    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.
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    Cited by:

    1. Yang, Christopher & Ogden, Joan M & Hwang, Roland & Sperling, Daniel, 2011. "California’s Energy Future: Transportation Energy Use in California," Institute of Transportation Studies, Working Paper Series qt70j8b21c, Institute of Transportation Studies, UC Davis.
    2. Yang, Christopher, 2011. "California’s Energy Future: Transportation Energy Use in California," Institute of Transportation Studies, Working Paper Series qt8j69x46d, Institute of Transportation Studies, UC Davis.
    3. Wolf, Angelika & Seebauer, Sebastian, 2014. "Technology adoption of electric bicycles: A survey among early adopters," Transportation Research Part A: Policy and Practice, Elsevier, vol. 69(C), pages 196-211.
    4. Ozaki, Ritsuko & Sevastyanova, Katerina, 2011. "Going hybrid: An analysis of consumer purchase motivations," Energy Policy, Elsevier, vol. 39(5), pages 2217-2227, May.

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    UCD-ITS-RP-08-15; Engineering;

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