Vette-ing the American Dream: Nostalgia, Social Capital and Corvette Communities

• In Event: 545 - Section on Sociology of Culture Roundtable Session.
  In Refereed Roundtable: Section on Sociology of Culture Roundtables. Table 01. Consumer Studies Network

Abstract

This study explores the social world of Corvette owners. The Chevrolet Corvette's tradition as "America's sports car" makes it distinct from other cars. The passion of Corvette owners is reflected in this mixed methods study of a leisure activity that creates social capital for its members. The community of Corvette clubs exists for the sake of this passion and serves to organize activity into a social world that reflects a collective consciousness of consumption and nostalgia. Nostalgia is important in this car culture as it is a means by which the car becomes valuable to the owner and strengthens the social ties that knit this community together. Through the use of a convergent parallel mixed methods design, this research will attempt to determine whether Corvette owners have particularly high levels of nostalgia by using a nostalgia proneness survey instrument replicated by Schindler and Holbrook. Variables of age and gender will be included in this survey instrument to reveal the significance of early experience as it creates consumer preference. The subjective meaning of this nostalgia in the lives of the Corvette owners will be explored through the use of qualitative methods including participant observation at national Corvette shows as well as interviews with Corvette collectors. The findings of the research will reveal a strong link between nostalgia and Corvette ownership that ultimately leads to social capital within Corvette car communities.

Author

• Virginia Katherine D'Antonio, Northern Virginia Community College