The emotional impact of the car we drive is surprisingly strong according to a new biometric study of car owners. A dirty vehicle elicited the strongest negative emotional response by participants, but it also caused participants to feel embarrassment and disgust about themselves…feelings that can linger outside their vehicle. Additionally, dashboard warning lights caused participants to feel out of control, which can contribute to higher levels of stress and nervousness throughout the day.
I had the chance to interview Dr. Michelle Niedziela, PhD who is a behavioral neuroscience expert in neuropsychology, psychology and consumer science. She discussed all about this and about the new biometric study among car owners.
ABOUT THE STUDY:
NEW STUDY USES BRAIN ACTIVITY TO UNCOVER THE CONNECTION PEOPLE HAVE WITH THEIR CARS AND HOW THE CONDITION OF THEIR VEHICLES AFFECTS THEIR WELL-BEING
Study participants underwent EEG testing to uncover how people emotionally respond to common scenarios in the car: dashboard indicator lights, dirty or disorganized cars, or external damage like cracked windshields or flat tires.
The emotional impact of the car we drive is surprisingly strong according to a new biometric study of vehicle owners conducted by HCD Research for Jiffy Lube. In a first-of-its kind study that combines neuroscience and quantitative research techniques, researchers evaluated participants’ emotional responses to stimuli of negative scenarios in a car’s interior as well as exterior.
A dirty vehicle elicited the strongest negative emotional response by participants, but it also caused participants to feel embarrassment and disgust about themselves…feelings that can linger outside their vehicle. Additionally, dashboard warning lights caused participants to feel out of control, which can contribute to higher levels of stress and nervousness throughout the day.
When participants imagined themselves in clean, well-maintained vehicles more than half reported feeling comfort and happiness. To share additional results and insights from the study, Dr. Michelle Niedziela, a behavioral neuroscience expert, is available for interviews on May 18 from her office.
About: Dr. Michelle Niedziela, PhD is a behavioral neuroscience expert in neuropsychology, psychology and consumer science. She is an author of several papers published in related professional journals. Michelle obtained a PhD and masters in neuroscience and biopsychology from Purdue University and a BS in psychology from Florida State University. She has experience from academia (Monell Chemical Senses Center) and industry (Johnson & Johnson, Mars Chocolate) in R&D of innovation technologies and methodologies for consumer research. As VP of Research and Innovation at HCD Research, Michelle focuses on integrating applied consumer neuroscience tools with traditional methods used to measure consumer response.
About HCD Research – Jiffy Lube Biometric Study: Jiffy Lube a leader in vehicle maintenance for more than 40 years, set out to dissect the evolving relationships people have with their cars and how the state of their vehicles affects those relationships. The HCD Research® Company is a research firm that specializes in the integration of traditional, psychological, behavioral, & neuroscientific tools to better understand consumers.
INTERVIEW WITH Dr. Michelle Niedziela, PhD:
- HOW MUCH DOES THE CONDITION OF OUR CAR AFFECT OUR EMOTIONAL WELL-BEING AS CAR OWNERS?
Jiffy wanted to see how emotional well being is related to car. She said there is a ton of variables that effect this. When negative things are brought up like a dirty car, etc, these are things that we can prevent. When things are in your car, they have a greater negative impact on our well being. How we react with this, it is important to think about doing preventative things to making our lives less stressful.
2. IS THERE A CONNECTION BETWEEN NEGATIVE FEELINGS ABOUT OUR CAR AND AVOIDING REPAIRING OR CLEANING OUR CAR?
Sense of self control is important. Things that we are more in control of, we can do something about like cleaning our car.
3. ARE THERE ANY ADDITIONAL INSIGHTS FROM THE STUDY?
Inner sanctionary like our car is so important to our mental self being. Car care is definitely related to self car. Getting a good car cleaning will make you feel well.
4. WHAT DO THE FINDINGS OF THIS STUDY MEAN FOR OUR EMOTIONAL HEALTH AND WELL-BEING?
Preventative car and organization can really go along way. These are things we can control and do. Keeping the car not cluttered and do something that will not allow stress to get in the way.
5. Anything else you like to share?
This is the first time neuroscience is used in this way and it is really interesting to see.
*This is a partnered post. All opinions are my own and outside sources.*