Washigton, Sep 22 - Hummer drivers believe they are defending America's values of 'rugged individualism' and 'frontier' lifestyle against anti-American critics, according to a new study.

Marius K. Luedicke, Craig J. Thompson and Markus Giesler of the universities of Innsbruck (Austria), Wisconsin-Madision (UW-M) and York-Toronto researched attitudes toward owning and driving Hummers, which many also criticise as a symbol of American 'greed and wastefulness'.

The researchers first investigated anti-consumption sentiments expressed by people who oppose chains like Starbucks and believe they are making a moral choice by shunning consumerism. To these critics, Hummers (the civillian variant of military vehicle Humvee) represent the ills of contemporary society.

As one extreme example, critics have posted thousands of photographs of middle fingers directed at Hummer vehicles on www.fuh2.com.

The researchers, who investigated various internet expressions of anti-Hummer sentiment, were equally interested in the ways Hummer owners framed themselves as 'moral protagonists' in the ongoing debate over consumer values.