A survey carried out by Volvo and brainwave monitoring specialists Myndplay has revealed that 1 in 10 men prefer cars to women. The survey of 2,000 respondents was conducted by OnePoll, and was designed to measure the emotional response of car design.
Just over 12 per cent of men think that some beautiful cars can look better than women, the survey said. It also suggested that a beautiful car design is a big boost to a man’s self esteem. 74 per cent of men claimed that good design makes them feel positive, and 60 per cent of men claimed driving a beautiful car makes them feel confident and empowered.
Women were also asked how they ranked a good looking man in comparison with an attractive car. The survey revealed that one third (33 per cent) of women actually rated images of beautiful car design higher than pictures of a handsome male.
The tests revealed men experienced more emotion whilst looking at images of beautiful car design than they did whilst looking at an image of a crying child. Women, on the contrary, cared more for the squealing nipper than the motor — hardly surprising considering the fact females are naturally more maternal than males.
Dr David Lewis, a UK leader in the neuroscience of consumerism and communications, said: “Appreciating an aesthetically pleasing design is an experience which combines understanding and emotions. These are so closely intertwined that it is impossible to distinguish between them. Aesthetic experience involves a unity of sensuous delight, meaningful interpretation, and emotional involvement.”
Thomas Inglenlath, Senior Vice President Design at Volvo Cars, said: “This survey finally proves what we’ve always suspected. Beautiful car design can elicit strong emotional responses ranging from a positive frame of mind to a sense of empowerment.”
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