Psychology of cars is a field that examines how automobiles influence human psychological processes and behaviors. The study of this relationship can offer insights into the ways in which people perceive themselves, others, and their environments. In particular, researchers have explored how car design and marketing strategies impact consumers' feelings of attraction and desire. One recent trend in car advertising has been to emphasize the "coolness" factor, suggesting that certain models are desirable because they evoke an emotional response from viewers. This tendency has been studied using neuroscientific methods, including functional magnetic resonance imaging (fMRI), which measures brain activity while individuals view various ads.

One example of such an ad is Kia's Track'ster commercial, where a woman walks towards a red sports car in slow motion. The camera zooms in on her as she admires its sleek exterior, then pans out to show her standing next to it, looking down at its engine. The narrator describes the car's features, including its powerful performance and aggressive styling. The camera shows close-ups of the dashboard, steering wheel, and gearshift, before cutting back to the woman's face as she touches the hood and smiles. The voiceover ends by saying, "Introducing the all-new Kia Track'ster - the future of cool."

The neurological effects of this ad were investigated in a fMRI study involving 24 participants who viewed either this ad or another one for a more traditional-looking SUV model. When viewing the Track'ster ad, participants showed increased activation in areas of the brain associated with arousal and sexuality, such as the amygdala and hypothalamus. These regions are thought to be involved in processing rewards and motivation, suggesting that viewers may find the design of the car sexually appealing.

There was decreased activity in the prefrontal cortex, which is responsible for higher cognitive functions like decision-making. This suggests that people may be less able to critically evaluate the car's merits when they feel strongly attracted to it.

This effect could have important implications for marketing strategies, as it suggests that companies should tailor their products to elicit strong emotional responses from consumers. By appealing to our basic drives and desires, businesses can create an instant connection between customers and their products.

This approach also has some potential downsides.

If consumers base decisions solely on how much they want something, they may end up making poor choices without considering factors like practicality or affordability.

The emphasis on sex appeal may objectify women and promote unrealistic body standards in advertising.

The psychology of cars shows how the design of automobiles can influence our perceptions of ourselves and others - sometimes in surprising ways.