Driving a luxury car should make you feel good, right? It stands to reason that if a vehicle rides better, comes with more gadgets and features, and has one of those status-elevating branding symbols — say, a Mercedes-Benz, BMW or Cadillac — you will enjoy it more than a Chevy. Not so. You will likely never be happier with your luxury car than during your initial test drive, according to a new study published in the Journal of Consumer Psychology.
“The assumption is a luxury car feels better when you drive it, and you feel better in it, but we had reason to suspect that the story is much more mixed,” said University of Michigan psychology professor Norbert Schwarz, who conducted the study with Peking University professor Jing Xu. “What we find is that as long as you pay attention to your car while driving it, it feels better and you feel better.”
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