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A Primer on Automobile Semiotics

Author

Listed:
  • Heffner, Reid R.
  • Turrentine, Tom
  • Kurani, Ken
Abstract
This report provides an introduction to semiotics: the study of symbols and symbol systems. In particular, the report focuses on the symbolic meaning of automobiles, and explores why this meaning is important to consumers. Section 1 defines what a symbol is, identifies the types of symbols, and discusses how consumer goods (such as automobiles) can serve as symbols. Section 2 investigates how individuals use the meaning in their automobiles to form and maintain their self-identities. Several theoretical approaches (including conspicuous consumption, self-congruity theory, and symbolic interactionism) are examined and contrasted with a more comprehensive approach, called products as self-creation, which is based on the theories of Anthony Giddens, Mihaly Csikszentmihalyi and Eugene Rochberg-Halton, and Grant McCracken. Section 3 explores how automobiles acquire their meaning, and how this meaning is transferred to the consumer. Finally, Section 4 examines how consumers evaluate the benefits from symbolic meaning relative to other types benefits vehicles provide, such as mobility. This report concludes that symbols matter in vehicle purchases, and that the adoption of new types of vehicles (including hybrid-electric and fuel-cell vehicles) depends partly on the symbolic value these vehicles deliver to buyers.

Suggested Citation

  • 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.
    • Handle: RePEc:cdl:itsdav:qt3sk436j6
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    References listed on IDEAS

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    1. Belk, Russell W & Bahn, Kenneth D & Mayer, Robert N, 1982. "Developmental Recognition of Consumption Symbolism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(1), pages 4-17, June.
    2. 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.
    3. Bagwell, Laurie Simon & Bernheim, B Douglas, 1996. "Veblen Effects in a Theory of Conspicuous Consumption," American Economic Review, American Economic Association, vol. 86(3), pages 349-373, June.
    4. Choo, Sangho & Mokhtarian, Patricia L., 2002. "The Relationship of Vehicle Type Choice to Personality, Lifestyle, Attitudinal, and Demographic Variables," Institute of Transportation Studies, Working Paper Series qt6gx9v8r6, Institute of Transportation Studies, UC Davis.
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    Cited by:

    1. Seiho Kim & Jaesik Lee & Chulung Lee, 2017. "Does Driving Range of Electric Vehicles Influence Electric Vehicle Adoption?," Sustainability, MDPI, vol. 9(10), pages 1-15, October.
    2. Hopkins, Debbie & Stephenson, Janet, 2014. "Generation Y mobilities through the lens of energy cultures: a preliminary exploration of mobility cultures," Journal of Transport Geography, Elsevier, vol. 38(C), pages 88-91.
    3. Heffner, Reid R. & Kurani, Kenneth S & Turrentine, Tom, 2007. "Symbolism and the Adoption of Fuel-Cell Vehicles," Institute of Transportation Studies, Working Paper Series qt5934t20f, Institute of Transportation Studies, UC Davis.
    4. Daina, Nicolò & Sivakumar, Aruna & Polak, John W., 2017. "Modelling electric vehicles use: a survey on the methods," Renewable and Sustainable Energy Reviews, Elsevier, vol. 68(P1), pages 447-460.
    5. 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.
    6. Cartenì, Armando & Cascetta, Ennio & de Luca, Stefano, 2016. "A random utility model for park & carsharing services and the pure preference for electric vehicles," Transport Policy, Elsevier, vol. 48(C), pages 49-59.
    7. Sexton, Steven E. & Sexton, Alison L., 2014. "Conspicuous conservation: The Prius halo and willingness to pay for environmental bona fides," Journal of Environmental Economics and Management, Elsevier, vol. 67(3), pages 303-317.
    8. Marc Dijk & René Kemp & Pieter Valkering, 2013. "Incorporating social context and co-evolution in an innovation diffusion model—with an application to cleaner vehicles," Journal of Evolutionary Economics, Springer, vol. 23(2), pages 295-329, April.
    9. Schuitema, Geertje & Anable, Jillian & Skippon, Stephen & Kinnear, Neale, 2013. "The role of instrumental, hedonic and symbolic attributes in the intention to adopt electric vehicles," Transportation Research Part A: Policy and Practice, Elsevier, vol. 48(C), pages 39-49.
    10. 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.
    11. Heffner, Reid R., 2007. "Semiotics and Advanced Vehicles: What Hybrid Electric Vehicles (HEVs) Mean and Why it Matters to Consumers," Institute of Transportation Studies, Working Paper Series qt9mw1t4w3, Institute of Transportation Studies, UC Davis.
    12. Bremson, Joel, 2012. "Using Gaming Simulation to Explore Long Range Fuel and Vehicle Transitions," Institute of Transportation Studies, Working Paper Series qt91v2j57d, Institute of Transportation Studies, UC Davis.
    13. Hardman, Scott & Chandan, Amrit & Tal, Gil & Turrentine, Tom, 2017. "The effectiveness of financial purchase incentives for battery electric vehicles – A review of the evidence," Renewable and Sustainable Energy Reviews, Elsevier, vol. 80(C), pages 1100-1111.

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