Men and Their Machines

Russell W. Belk, University of Utah
ABSTRACT - Extreme identification with automobiles is a predominantly male fascination. This paper reports on depth interviews with such men as well as observations conducted at various car shows in order to understand what these vehicles mean to American automobile enthusiasts. They see their cars as both extensions of themselves and as animate beings. The care they lavish upon these vehicles is both fetishistic and sacralizing. The paper concludes with an assessment of the positive and negative effects of their Aauto-eroticism@ on their lives and the lives of other family members.
[ to cite ]:
Russell W. Belk (2004) ,"Men and Their Machines", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 273-278.